Terms and Advertising on Manufacturer Cigarette Pack and Roll-Your-Own Tobacco Pack in Thailand

Abstract

This study aims to investigate the terms on manufacturer cigarette pack and RollYour-Own tobacco pack in Thailand which may suggest false belief or to advertise specific
characteristics for product marketing. Fifty one samples of cigarette packs and 10 samples of
Roll-Your-Own (RYO) tobacco packs, which were available in the market, were collected in
2009. Focus group discussion amongst tobacco control experts and marketing experts was
used to identify misleading descriptors and advertising terms. In addition, focus group
discussions among smoker and non-smoker youths also conducted to find out their
perception on the misleading descriptors and advertising terms on cigarette and of RYO
tobacco packs. The results found that thirty one samples of manufacturer cigarette packs and
four brands of roll-your-own (RYO) tobacco packs include at least a term in two categories;
that suggest it is safer than others or that advertises a specific characteristic. The experts and
youth notify that there are 8 descriptorsthat suggest the brand is safer than others. There are
28 and 4 descriptors respectively such as that have MENTHOL , EXTRA , SELECTION, SELECT,
FROST, ICE, MAX, CRISP, ORIGINAL, SKY, FAMOUS, Special, MORE TASTE, Pleasure, Genunine
Tastes and Carefully been used to advertise on the cigarette packsand Roll-Your-Own tobacco
packs. Some part of the results in this study have been used to advocate for revision of the
tobacco control regulations regarding the use of descriptors on cigarette and RYO tobacco
pack and will enact in October, 2011.