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This increased appeal of lipstick-style superslims packaging, in comparison to standard sized cigarette packaging, is consistent with past research.1117 It is also consistent with the marketing literature, which suggests that pack shapes which are fun, convenient or easier to handle may appeal to children.25 Aside from appeal, we found that superslims packaging reduced perceptions of harm, as with previous studies11 ,12 ,1719 and also research for other consumer products, such as confectionery, which is viewed as healthier when in smaller rather than larger packs.26 Tobacco companies have previously sought to communicate messages of reduced harm through the inclusion of filters in the 1950s,27 descriptors such as light and mild,28 and the use of lighter pack colours, particularly for lower tar brands.29 It is possible that slimmer packaging is an extension of this trend
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