Misleading Tobacco Packaging: Moving Beyond Bans on "Light" and "Mild"

Objectives: In this paper, we assess compliance of cigarette packaging with policies in 9 countries that ban misleading descriptors, assess the presence of other packaging design elements that are misleading to consumers, and identify policy loopholes. Methods: Cigarette packages were systematically collected in 9 countries between 2015 and 2017 – Bangladesh, Brazil, China, India, Indonesia, Philippines, Russia, Thailand, and Vietnam. The packs were coded for banned misleading descriptors and other misleading packaging design elements. Descriptive analyses were conducted. Results: Overall, compliance with explicitly banned misleading descriptors is high across countries, with the exception of packs from Indonesia, where compliance is mod- erate. However, the use of other misleading packaging elements such as alternative descriptors (soft, smooth, mellow), select color descriptors…