Smokers See Some Smoking Brands As Safer

One in five smokers believes some brands of Lucky Strike cigarettes are safer than others, a study has found. Smokers of ”gold”, ”silver” or ”slim” cigarettes were also more likely to think their brands were less harmful. The findings highlight the power that packaging can have on risk perception, and come as the federal government prepares to introduce its plain-packaging legislation.

As part of an international study, published in the journal Addiction, researchers surveyed more than 8000 current and former smokers, including more than 2000 Australians, about their smoking beliefs.

Females were more likely to believe some brands might be less harmful while older individuals considered their cigarettes brand was safer.

More than a third of respondents falsely believed nicotine was linked to cancer, and 41 per cent believed light cigarettes were better for them.

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