title: Adolescent girls and young adult women's perceptions of superslims cigarette packaging: a qualitative study.
abstract: OBJECTIVE
  To explore perceptions of superslims packaging, including compact 'lipstick' packs, in line with 3 potential impacts identified within the impact assessment of the European Union (EU) Tobacco Products Directive: appeal, harm perceptions and the seriousness of warning of health risks.
  
  
  METHODS
  Qualitative focus group study.
  
  
  METHODS
  Informal community venues in Scotland, UK.
  
  
  METHODS
  75 female non-smokers and occasional smokers (age range 12-24).
  
  
  RESULTS
  Compact 'lipstick'-type superslims packs were perceived most positively and rated as most appealing. They were also viewed as less harmful than more standard sized cigarette packs because of their smaller size and likeness to cosmetics. Additionally, 'lipstick' packs were rated as less serious in terms of warning about the health risks associated with smoking, either because the small font size of the warnings was difficult to read or because the small pack size prevented the text on the warnings from being displayed properly. Bright pack colours and floral designs were also thought to detract from the health warning.
  
  
  CONCLUSIONS
  As superslims packs were found to increase appeal, mislead with respect to level of harm, and undermine the on-pack health warnings, this provides support for the decision to ban 'lipstick'-style cigarette packs in the EU and has implications for policy elsewhere.
authors.affiliation: Centre for Tobacco Control Research, Institute for Social Marketing, University of Stirling, Stirling, UK UK Centre for Tobacco and Alcohol Studies, University of Stirling, UK.
authors.forename: Allison
authors.initials: A
authors.lastname: Ford
authors.affiliation: Centre for Tobacco Control Research, Institute for Social Marketing, University of Stirling, Stirling, UK UK Centre for Tobacco and Alcohol Studies, University of Stirling, UK.
authors.forename: Crawford
authors.initials: C
authors.lastname: Moodie
authors.affiliation: Centre for Tobacco Control Research, Institute for Social Marketing, University of Stirling, Stirling, UK UK Centre for Tobacco and Alcohol Studies, University of Stirling, UK.
authors.forename: Richard
authors.initials: R
authors.lastname: Purves
authors.affiliation: Centre for Tobacco Control Research, Institute for Social Marketing, University of Stirling, Stirling, UK UK Centre for Tobacco and Alcohol Studies, University of Stirling, UK.
authors.forename: Anne Marie
authors.initials: AM
authors.lastname: MacKintosh
mesh_terms: D000293:Adolescent; D001294:Attitude to Health; D002648:Child; D005260:Female; D017144:Focus Groups; D006293:Health Promotion; D006801:Humans; D010465:Perception; D010549:Personal Satisfaction; D011356:Product Labeling; D019064:Product Packaging; D012606:Scotland; D012907:Smoking / Q000523:psychology*; D062789:Tobacco Products; D055815:Young Adult
keywords: QUALITATIVE RESEARCH; Tobacco packaging; health warnings; superslims