Can Removing Tar Information from Cigarette Packages Reduce Smokers' Misconceptions about Low-Tar Cigarettes? An Experiment from One of the World's Lowest Tar Yield Markets, South Korea

Abstract

Introduction: Despite regulations that forbid cigarette packages from displaying messages such as "mild,""low-tar,"and "light,"many smokers still have misperceptions about "light"or "low-tar"cigarettes. One reason may be that tar amount displays continue to be permitted. This study examines whether removing tar delivery information from packaging reduces consumer misperceptions about "low-tar"cigarettes. Methods: An online experiment was conducted in South Korea among 531 smokers who were randomly assigned to one of two conditions: with and without tar information on cigarette packages. Participants evaluated which type of cigarette was mildest, least harmful, easiest for nonsmokers to start smoking, and easiest for smokers to quit. Results: Ten out of 12 chi-square tests showed that people judged the lowest reported tar delivery cigarette to be the mildest (p