The Impact of Cigarette Package Tar Yield Displays, Tar Warning Statement, and Plain Packaging on Low-Tar Cigarette Misperceptions Among South Koreans Who Smoke

Previous research has found that tar yield numbers displayed on the front of South Korean low-tar cigarette packages may mislead people to perceive lesser harm. However, studies have not yet examined whether other package elements such as the current tar warning statement or plain packaging could reduce misperceptions. Study results indicated that viewing the current tar warning statement backfires by increasing belief in lesser tar intake. Viewing tar yield numbers also led to an increased perception that the cigarette would feel smoother. Plain packaging did not exert any effects on beliefs about tar intake, safety, or smoothness. Findings can inform tobacco packaging policies and health communication efforts to reduce misperceptions about low-tar cigarettes.