RT Journal Article SR Electronic T1 Adolescents’ and adults’ perceptions of ‘natural’, ‘organic’ and ‘additive-free’ cigarettes, and the required disclaimers JF Tobacco Control JO Tob Control FD BMJ Publishing Group Ltd SP 517 OP 520 DO 10.1136/tobaccocontrol-2015-052560 VO 25 IS 5 A1 M Justin Byron A1 Sabeeh A Baig A1 Kathryn E Moracco A1 Noel T Brewer YR 2016 UL http://tobaccocontrol.bmj.com/content/25/5/517.abstract AB Objectives We sought to investigate adolescents’ and adults’ perceptions of an American Spirit advertisement with ‘natural’, ‘organic’ and ‘additive-free’ descriptors and related disclaimers.Methods We conducted nine focus group discussions in the Southern USA, with 59 participants aged 13–64 years (30 male, 29 female), stratified by age, smoking status and susceptibility to smoking. We conducted thematic content analysis of the transcripts.Results Many participants were sceptical or confused about the ‘natural’, ‘organic’ and ‘additive-free’ descriptors. Many participants viewed American Spirit cigarettes as being less, or possibly less harmful than other cigarettes, even though the ad contained disclaimers explicitly stating that these cigarettes are not safer. Some participants said that people tend to ignore disclaimers, a few expressed doubt that the disclaimers were fully true, and others did not notice the disclaimers. A few smokers said they smoke American Spirit cigarettes because they think they are not as bad for them as other cigarettes.Conclusions Disclaimers intended to prevent consumers from attributing a health benefit to cigarettes labelled as ‘natural’, ‘additive-free’, or ‘organic’ may be insufficient. A ban on these descriptors may be a more appropriate remedy than disclaimers.