TY - JOUR T1 - Assessing cigarette packaging and labelling policy effects on early adolescents: results from a discrete choice experiment JF - Tobacco Control JO - Tob Control SP - 505 LP - 514 DO - 10.1136/tobaccocontrol-2019-055463 VL - 30 IS - 5 AU - Inti Barrientos-Gutierrez AU - Farahnaz Islam AU - Yoo Jin Cho AU - Ramzi George Salloum AU - Jordan Louviere AU - Edna Arillo-Santillán AU - Luz Myriam Reynales-Shigematsu AU - Joaquin Barnoya AU - Belen Saenz de Miera Juarez AU - James Hardin AU - James F. Thrasher Y1 - 2021/09/01 UR - http://tobaccocontrol.bmj.com/content/30/5/505.abstract N2 - Introduction Cigarette packaging is a primary channel for tobacco advertising, particularly in countries where traditional channels are restricted. The current study evaluated the independent and interactive effects of cigarette packaging and health warning label (HWL) characteristics on perceived appeal of cigarette brands for early adolescents in Mexico.Methods A discrete choice experiment (DCE) was conducted with early adolescents, aged 12–14 years (n=4251). The DCE involved a 3×25 design with six attributes: brand (Marlboro, Pall Mall, Camel), tobacco flavour (regular, menthol), flavour capsule (none, 1 or 2 capsules), presence of descriptive terms, branding (vs plain packaging), HWL size (30%, 75%) and HWL content (emphysema vs mouth cancer). Participants viewed eight sets of three cigarette packs and selected a pack in each set that: (1) is most/least attractive, (2) they are most/least interested in trying or (3) is most/least harmful, with a no difference option.Results Participants perceived packs as less attractive, less interesting to try and more harmful if they had plain packaging or had larger HWLs, with the effect being most pronounced when plain packaging is combined with larger HWLs. For attractiveness, plain packaging had the biggest influence on choice (43%), followed by HWL size (19%). Interest in trying was most influenced by brand name (34%), followed by plain packaging (29%). Perceived harm was most influenced by brand name (30%), followed by HWL size (29%).Conclusion Increasing the size of HWLs and implementing plain packaging appear to reduce the appeal of cigarettes to early adolescents. Countries should adopt these policies to minimise the impact of tobacco marketing.Data are available upon reasonable request. ER -