Visual Attention to Health Warnings on Plain Tobacco Packaging in Adolescent Smokers and Non-Smokers

Aims: Previous research with adults indicates that plain packaging increases visual attention to health warnings in adult non-smokers and weekly smokers, but not daily smokers. The present research extends this study to adolescents aged 14-19 years. Design: Mixed-model experimental design, with smoking status as a between subjects factor and pack type (branded or plain pack) and eye gaze location (health warning or branding) as within subjects factors. Setting: Three secondary schools in Bristol, UK. Participants: A convenience sample of adolescents comprising never-smokers (n = 24), experimenters (n = 34), weekly smokers (n = 13) and daily smokers (n = 14). Measurements: Number of eye movements to health warnings and branding on plain and branded packs. Findings: Analysis of variance revealed more eye movements to health warnings than branding on plain packs, but an equal number of eye movements to both regions on branded packs [P = 0.002]. This was observed among experimenters [P