2 Objectives

1. To explore the noticeability of pictorial health warnings and perceptions of attractiveness and harmfulness towards plain cigarette packets and existing cigarette packets with 85% pictorial warnings in current smokers;
2. to compare the differences in perceptions of packaging in current smokers with different characteristics (i.e. by sex, age, the consumption level of cigarettes, nicotine dependence levels, and types of tobacco used for polytobacco product users);
3. to evaluate the effectiveness in reducing smoking consumption and promoting quit attempts; and
4. to assess the support for the legislation of plain packaging.

The present study will recruit at least 1,280 current smokers at smoking hotspots in Hong Kong Island, Kowloon, and the New Territories. Land-based, non-institutionalized Hong Kong residents aged 18 years and over who speak Cantonese or Putonghua are eligible to participate.

Subjects will be shown dummies of branded and plain packets that differ in brand names and plain colours. Subjects will discuss their perceptions of attractiveness and harmfulness, noticeability of warnings and effectiveness in reducing smoking consumption and promoting quit attempts. Their opinions on the legislation of plain packaging will also be asked.

After each interview, interviewers will debrief each interviewee on the harms of smoking and distribute a card providing a quitline and quitting methods.

Inclusion Criteria:

• Hong Kong residents aged 18 years and over
• Able to speak Cantonese or Putonghua
• Smokers who have tobacco use behaviour of holding a cigarette in the hand or mouth

Exclusion Criteria:

• Foreign domestic helpers
• Non-smokers

At least 1,280 current smokers at smoking hotspots in Hong Kong Island, Kowloon, and the New Territories will be recruited.