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A carefully created and chosen cigarette brand name is a critical element of branding and an integral part of any tobacco marking strategy. Brand names can bring immediate value to a brand, enhance awareness and create a favourable image for the product, thus influencing purchasing and consumption behaviours.1 ,2 Article 11 of WHO's Framework Convention on Tobacco Control (FCTC) requires each party to ensure that tobacco product packaging and labelling do not promote a tobacco product by means that are false, misleading, deceptive or likely to create an erroneous impression about its characteristics, health effects, hazards or emissions.3 However, cigarette brand names, which can be deceptive and can create false impressions about a product's characteristics, have rarely been targeted by tobacco control efforts. The objective of this study was to identify the themes of Chinese cigarette brand names, and to discuss whether these cigarette brand names are complying with …
Contributors LW and AKF originated the study. LW and YJ performed the coding. All authors contributed in the interpretation of data and provided critical feedback on the drafts of the manuscript, and all authors approved the final version.
Competing interests None declared.
Provenance and peer review Not commissioned; externally peer reviewed.