Tobacco companies are required to include a text-only health warning label that covers 35% of the front and back panels of the packs.8 Furthermore, the use of misleading terms on cigarette packs that may convey lower harm (eg, mild, low tar, environmental protection) are prohibited, and tobacco companies must include component information (eg, numeric tar yields) on packs.8 As advertising on other media platforms becomes more restricted, the pack remains an important advertising medium to appeal to consumers.9 The imagery, colours and text included on a cigarette pack can influence consumers smoking-related perceptions and behaviour.1012 For example, tobacco companies have historically used descriptive terms such as silver, organic or blue,1317 as well as lighter pack colours (eg, light blue, silver) to connote that a particular brand is a lighter brand variant.18 19 Cigarette packs that include these types of text or colour appeals have been associated with reduced smoking-related risk perceptions.1921 In the context of China, little evidence is available to characterise the extent to which cigarette pack marketing contains imagery, colours and text that could potentially mislead consumers and suggest products are lower risk
10.1038/ncb2152 71 KirkhamP
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