BACKGROUND: Packaging and point-of-sale marketing are critical strategies for tobacco companies. Capsule cigarettes are particularly popular in Argentina, one of the top ten global markets for this product. With varying retail marketing regulations across the country, this study explores adolescent perceptions of flavoured and capsule cigarette packaging and their marketing at the point of sale, addressing a notable gap in the literature.
METHODS: We conducted eight focus groups (n=51) across four Argentine cities (Cordoba, Quilmes, San Salvador de Jujuy, Santa Rosa), stratifying adolescents by gender, age (12-14/15-17), and smoking susceptibility. Photos of cigarette marketing and flavoured and capsule packs were used as prompts for participants to share their perceptions. Discussions were recorded, transcribed, and analysed using NVivo v20.
RESULTS: Participants reported noticing cigarette packs at the point-of-sale, even in provinces with marketing restrictions. When shown pictures of point-of-sale cigarette marketing they described it as commonplace, highlighted the colours and lights in advertisements, and criticised its proximity to children’s products. Colourful and eye-catching packs —often of flavoured or capsule cigarettes— were perceived as more appealing. Typography was also influential, with a preference for novelty designs. Indications of flavours (through colours or descriptors) were perceived as both harm-increasing (by adding chemicals) and harm-reducing (by reducing tobacco content). Neutral colours (e.g., white, light green) were associated with reduced harm. Health warnings captured participants' attention, while many were unaware they were mandatory. Warnings were seen as contradictory to the vibrant packaging and ineffective in deterring smoking, although they might influence children.
CONCLUSIONS: Adolescents were familiar with cigarette marketing at the point of sale, even in provinces where it is prohibited. They found the colourful packs of flavoured and capsule cigarettes appealing, associating light-coloured packs with less harmful products. Health warnings sparked interest and prompted debate.