Association of cigarette design features with smoker characteristics and risk beliefs: Cross-sectional findings from the 2019 ITC France Survey.

Introduction: Despite the lack of evidence supporting an association between certain cigarette design features (e.g. filter ventilation) and harm reduction, such features often perpetuate false perceptions of safety among people who smoke. Evaluating how product characteristics shape perceptions and behaviors can help clarify these misconceptions and support the importance of restricting deceptive manufacturing. We explore relationships between cigarette design features and perceptions of smoothness and harm, as well as intention to quit.

Methods: Cigarette brand/variety and consumer perceptions/behaviors data come from the 2019 ITC France Survey, which was administered to a nationally representative sample of French adults. This cross-sectional secondary analysis incorporated cigarette product information reported to the Agency for Food, Environmental and Occupational Health & Safety in 2021. Logistic regression analyses were done using SPSS V27.

Results: Greater own brand cigarette filter length (mm) (adjusted odds ratio, AOR=1.11; 95% CI: 1.05-1.17) was significantly associated with higher odds of perceiving one's own brand as smoother than other brands, while greater open pressure drop (mmWG) (AOR=1.02; 95% CI: 1.00-1.05) was associated with perceiving own-brand as safer than other brands. Respondents who described themselves as being in poor or fair health (vs good health) were more likely to perceive smooth/ultra (AOR=1.70; 95% CI: 1.22-2.37) and their own cigarettes (AOR=1.76; 95% CI: 1.05-2.95) as less harmful, as well as less likely to perceive their own brand as smoother (AOR=0.66; 95% CI: 0.47-0.93). Male (vs female) respondents were more likely to perceive smooth/ultra (AOR=1.88; 95% CI: 1.38-2.55) and their own cigarettes (AOR=1.89; 95% CI: 1.12-3.19) as less harmful.

Conclusions: We found evidence that certain design features and participant characteristics are associated with misconceptions regarding the smoothness and safety of cigarettes. These findings support greater monitoring of potentially deceptive product characteristics.