Table 1

Experimental design

Brand attributesWarning label size
Normal brand imagery30% pack front
50% pack front
75% pack front
Stylised logo only30% pack front
50% pack front
75% pack front
Standardised brand name30% pack front
50% pack front
75% pack front
Standardised “cigarettes” only30% pack front
50% pack front
75% pack front
Plain package “cigarettes” OnlyNo warning