The 130th Annual Meeting of APHA

Abstract #42771

Murray Kaiserman, PhD¹, Eva Makomaski Illing¹, and Denis Choiniere². (1) Office of Research, Evaluation and Surveillance, Tobacco Control Programme, Pl 3507B, 123 Slater, Ottawa, ON K1A 0K9, Canada, 613 954 5851, murray_kaiserman@hc-sc.gc.ca, (2) Office of Compliance and Regulation, Tobacco Control Programme, PL 3507B, 123 Slater Street, Ottawa, ON K1A 0K9, Canada

In the Province of Quebec, the descriptors "natural tobacco" and "additive free" have began appearing on a locally manufactured cigarette brand. As a first step in better understanding smokers' reactions to these terms, the Tobacco Control Programme of Health Canada, conducted a series of twelve interviews of smokers of these products in order to determine whether smokers view these terms as defining sensory or toxicity concepts and how the presence of these terms affects smokers' decisions to quit, to start smoking or to switch as an alternative to quitting. The results indicate that these descriptors have a major impact on the choice of brand. The descriptors are viewed as credible by all twelve interviewees. In addition, as a result of the use of these terms, this brand is considered to be one of the less toxic brands in the Canadian marketplace. These and other results will be discussed and the implications for future research into the use of such descriptors will be examined.

Learning Objectives:

• At the end of this presentation, attendees will
• better understand consumer' perceptions of descriptors found on cigarette packages.

Keywords: Tobacco Control, Marketing

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.