Perceptions of “Natural” and “Additive-Free” Cigarettes and Intentions to Purchase

Abstract

In August 2015, the Food and Drug Administration (FDA) issued warning letters to cigarette manufacturers promoting brands as "natural" or "additive-free" because of concerns that such marketing claims might mislead consumers into believing that these brands are less dangerous to smoke than others. The current study examined consumer beliefs about the relative harms of "natural" cigarettes, and whether these beliefs influenced perceptions of advertising and purchase intentions when participants were shown an advertisement for American Spirit cigarettes. Data were collected using a web-based survey conducted in 2013 among 3,006 U.S.-based web panel members aged 15 to 65 years. Ratings of "natural" cigarette health risks (i.e., misperceptions) differed by sex, race, education, smoking status, and age. Controlling for perceived risks of other cigarette types, never smokers ( B = -0.31, p < .001) and ever/former smokers ( B = -0.15, p = .002) had significantly fewer misperceptions of "natural" cigarettes than current smokers. Current smoking (odds ratio [OR] = 17.8), believing the ad was truthful (OR = 1.18), and having more misperceptions about "natural" cigarette health risks (OR = 1.13) were independently associated with greater purchase intention. Consumers perceived cigarettes marketed as "natural" or "additive-free" as less harmful, and this influenced their perceptions of advertising claims and intention to purchase, controlling for other factors. These findings underscore Food and Drug Administration's recent warning letters.

Impact of modified risk tobacco product claims on beliefs of US adults and adolescents

“… 8–10 Such advertising claims of reduced exposure to harmful chemicals and reduced risk of harm lower public perceptions of harm and increase willingness to try these products. 11–17 …”

A qualitative study exploring high school students’ understanding of, and attitudes towards, health information and claims

“…There was dissonance between students’ acknowledged lack of understanding of the meaning, yet an inclination to trust interventions that used the terms. This phenomenon of the mere presence of a health claim (regardless of its accuracy or a potential users’ understanding of it) encouraging a positive perception of the intervention, has been previously noted in studies assessing food products and cigarettes …”

Misperceptions of harm among Natural American Spirit smokers: results from wave 1 of the Population Assessment of Tobacco and Health (PATH) study (2013–2014)

“…Consumers believe that cigarettes marketed with these and similar descriptors are significantly more appealing, healthier or less harmful than packages without these descriptors 1–4. Such misperceptions may encourage smokers to switch cigarette brands rather than quit smoking entirely, or may increase intent to try a product 5. No research has determined that NAS cigarettes are less harmful to human health than other cigarette brands.…”

“…This recent increase in market share and popularity with young consumers may be due to the brand's packaging and advertising conveying unsubstantiated reduced harm messages, which have not been corrected by the settlement-required disclaimers 3 4. Indeed, misperceptions of harm associated with ‘natural’ and ‘additive-free’ cigarettes have also been shown to be associated with intention to purchase the brand 5. We know little about the health-risk beliefs or demographic characteristics of individuals who use NAS cigarettes.…”