Table 1

Frequency of descriptors, text references and imagery

NPer cent
Text descriptors
 Natural10372.5
 Additive-free10070.4
 Organic3927.5
 Tobacco and (+) water*2719.0
 Whole leaf2416.9
 Fresh42.8
Text references
 Eco-friendly or sustainable practices5639.4
 Farms or farmers3323.2
 US grown tobacco2114.8
 Local or small farms or business42.8
Imagery
 Plants7955.6
 Farms or farmers3323.2
 Water3222.5
 Wildlife53.5
 Seeds53.5
  • *Some ads used a plus sign instead of the text ‘and’.