English on cigarette packs from six non-Anglophone low- and middle-income countries.
OBJECTIVES
Low- and middle-income countries (LMICs) are vital to the global tobacco market. The pack is key to cigarette branding, and review of cigarette packs revealed English as a common feature. The prevalence of English and its potential branding utility is explored.


METHODS
Every available unique cigarette pack was purchased from diverse retailers in six LMICs where English is not the official language (Bangladesh, Brazil, China, Egypt, Ukraine, Vietnam). Packs' front panels were coded for English on pack fronts. English penetration was quantified by country and a comparison of English use between multinational and national brands was undertaken. A qualitative analysis of symbolic and utilitarian usage of English was conducted.


RESULTS
Of 1303 unique cigarette packs analyzed, 67% (n = 876) included some English. English text conveyed product information and usage instruction. English was more prevalent for multinational brands. Qualitatively, English use frequently connected cigarettes with concepts of quality, style, luxury, and aspirational lifestyle.


CONCLUSIONS
Restricting English use should be incorporated into plain packaging policy to protect populations from deceptive branding practices, specifically presenting cigarettes as an aspirational product.
['Smith|Katherine Clegg|KC|', 'Welding|K|K|', 'Kleb|C|C|', 'Washington|C|C|', 'Cohen|J|J|']
D000293:Adolescent D001459:Bangladesh D001938:Brazil D002681:China D003258:Consumer Behavior D008192:Deception D003906:Developing Countries D004534:Egypt D006801:Humans D007182:Income D007802:Language D011356:Product Labeling D019064:Product Packaging D012907:Smoking D013561:Symbolism D062789:Tobacco Products D014455:Ukraine D014744:Vietnam
Marketing Product packaging Qualitative research Text analysis Tobacco control