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Architects of Addiction: How Industry Designs Products to Be Appealing and Addictive

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Over the decades, tobacco companies have manipulated the design and contents of cigarettes and other nicotine products, with the aim of making them both as attractive and addictive as possible.1 Such modifications aim to enhance appeal, mask health risks and build brand loyalty.1 More recently, transnational tobacco companies (TTCs) have also diversified their nicotine product lines to appeal to those who may never have smoked,2 particularly the young, and use social media to promote and renormalise their brands amongst this demographic.3 Children and young people are particularly susceptible to misleading tobacco brand imagery and product design.456

Deceptive Product Content

The tobacco industry has manipulated the content of its products, by adding features including flavours and chemical additives, to enhance both their appeal and addictive properties. These changes to products often mislead consumers about health risks.

A penguin smoke cigarette while fishing at the pond

(Source: Stanford Research into the Impact of Tobacco Advertising (SRITA) collection – Kool Your Throat, 1934)7

Flavours and Menthol

Flavoured cigarettes are regular cigarettes that have had extra flavours incorporated into them. The tobacco industry has long used flavours in tobacco products as a marketing strategy, including towards young people. These flavours mask the flavour of tobacco and make smoke less harsh, thus increasing the appeal of the products in which they are used.89 Data has shown that menthol-flavoured cigarettes account for around 10% of the global cigarette market and might contribute to increases in some types of tobacco product use among youth and young adult populations.1011 Similarly, the introduction of flavoured waterpipe tobacco products has strongly contributed to the rising popularity of waterpipe smoking, especially among youth.12

A study found in low- and middle-income countries (LMICs), the industry also employs ambiguous descriptors on packaging to imply a taste, aroma, or sensation without directly naming a specific flavour. Examples include “Velvet Fusion”, “Crystal Blue”, or “Ibiza Sunset”.13 This makes tobacco products more attractive, even without providing a clear description of the actual flavour. This tactic allows the industry to circumvent flavour bans prohibiting specific fruit, food, or spice names.13

Compared to nonmenthol cigarettes, research suggests that menthol cigarettes might lead to worse acute heart and blood vessel problems.14 There is also evidence indicating that menthol in cigarettes might possess biological activity capable of causing damage to human cells.15

Other Chemical Additives

Most tobacco companies include additives to mask undesirable characteristics of raw tobacco (such as its bitter taste), reduce irritation, and improve the appearance of both ash and cigarettes.1617 This makes cigarettes more appealing to the young and new smokers, increasing the likelihood of addiction.18

Increased nicotine

Big tobacco companies are able to control precisely the delivery and amount of nicotine to create and sustain addiction.19 These methods involve adjusting cigarette design and utilizing genetically engineered tobacco plants capable of containing twice the amount of nicotine.2021 The U.S. Food and Drug Administration (FDA) observed a rising trend in the amount of nicotine in cigarette smoke, particularly noticeable in lower-tar cigarettes. This finding strongly indicated that manufacturers were manipulating and controlling nicotine levels.2223 This significantly endangers young people by increasing the risk they will develop an addiction. As Philip Morris’s Principal Scientist put it in 1972:

 “No one has ever become a cigarette smoker by smoking cigarettes without nicotine”24

 

Sugars

Sugar is one of the most common additives found in tobacco. The amount of sugar intentionally added to tobacco can contribute as much as 4% of the total weight in a single cigarette. Like menthol, added sugar masks the bitter taste of tobacco and makes the smoke less harsh.1725 The burning sugars in cigarettes can also produce sweet caramel flavours, which appeal to young smokers and can make it easier for them to start smoking. Combustion converts sugars into acetaldehyde, a chemical compound that may enhance the addictiveness of cigarettes, and for which there is strong evidence of a link to cancer.1726

Ammonia

Ammonia is also added as an ingredient in most tobacco products to enhance the addictiveness of nicotine,27 and to make smoke less harsh to inhale.28 It works by increasing the absorption of nicotine in the lungs to ensure smokers become addicted.2729

Deceptive Product Design

The tobacco industry has made well-researched, calculated attempts to redesign and rebrand their products to sustain profitability. It has employed deceptive practices to mislead consumers about the risks associated with their products, such as introducing slim cigarettes, filters and attractive tobacco packaging.

An ad showing a woman holding a cigarette between her fingers, with two packs of slim cigarettes also visible in the image

(Source: Stanford Research into the Impact of Tobacco Advertising (SRITA) collection – Misty, 1990)30

Slim Cigarettes

Tobacco companies offer diverse cigarette brand variants featuring decorative designs, and different cigarette diameters and lengths.5 Internal tobacco industry documents show that these modifications can make cigarettes more appealing to women and younger smokers.531

In a study of adolescent perceptions of cigarette appearance, slim or super-slim cigarettes with white-tipped features received the highest attractiveness ratings from teenagers. They were seen as feminine, and possibly safer than regular brands.532 Research findings in fact suggest that these cigarettes can produce more toxicants than those found in regular cigarettes.3334

Cigarette Filters

The tobacco industry introduced cigarette filters, as well as so-called “light” and “mild” tobacco products, as a means of reducing tobacco users’ perceptions of risk and keeping them smoking. While the term “filter” conveys safety benefits,35 in fact, filters may increase the harms caused by smoking by enabling smokers to inhale deeper into their lungs. Toxic fibres from the cut edge of the filter can also be inhaled or ingested by smokers.3536

Filter design has evolved over the years, with companies adding flavours, capsules, and colours, as well as chemicals to make filters stain when used, thus giving the impression that toxins such as tar are being filtered out.37

Tobacco Packaging

The industry has invested considerable resources in making tobacco packaging as attractive as possible. Companies carefully design colours, logos, shapes, and finishes to differentiate their products on crowded shelves.3839

With direct advertising of cigarettes increasingly restricted in many countries, the packaging itself has become one of the industry’s most powerful marketing tools.38 In some countries, companies use point-of-sale (PoS) displays called “tobacco power walls”. These are large, colourful cigarette displays behind store counters, visible to everyone who enters.40

Beyond the store, cigarette packaging can act as an advertisement, given that smokers constantly take out their cigarettes and leave them on display during use, showing the brand to those around them.4142 This high degree of social visibility of cigarettes makes them known as “badge products”, with a direct connection between the smoker and their brand of choice.41

Tobacco packaging may also target youth, including with special ‘limited editions’ that coincide with anniversaries or other events.39

Plain packaging has been proven to curb the attractiveness and appeal of cigarette packs.43 According to a study, young participants who were given the plain brown packs for a specific period reported that they found cigarettes less “enjoyable” and smoked less. Female participants, in particular, thought about quitting.44​

Newer Nicotine and Tobacco Products

The tobacco industry has developed interests in newer nicotine and tobacco products, including e-cigarettes, heated tobacco products (HTPs), and nicotine pouches. It advertises these products as “smoke free”, “less harmful”, “cleaner”, and “safer” than traditional tobacco products. The industry also claims that these products can be used as effective cessation aids.45

While the tobacco and nicotine industries have promoted e-cigarettes as a tool for adult smoking cessation, they have strategically marketed their products to younger consumers, using attractive designs to build a new customer base.4647 Many of e-cigarette companies’ marketing practices, including the offer of sweet, fruit, and dessert flavours and imagery likely to appeal to youth, and advertising in media popular with teens, strongly suggest the targeting of a new generation, many of whom might never have picked up a cigarette.45484950

Studies conducted on teens show that those who use e-cigarettes are five times more likely to become daily cigarette smokers. For former smokers, e-cigarette use was linked to 2.4 times greater odds of relapse when compared with those who did not use e-cigarettes.45495051 HTPs can also act as a gateway to smoking.52

The industry also enhances product appeal through chemical modifications that increase addictiveness.53 JUUL was among the first to succeed in manufacturing e-cigarettes which use nicotine salts instead of free-base nicotine.54 This change made it possible to include higher levels of nicotine, while avoiding the bitterness and harshness that were associated with earlier products, which enhanced the appeal of JUUL products and made them more addictive. Research demonstrates that addiction to high-nicotine e-cigarettes has grown since 2013, especially among young people.53

Digital Marketing

The tobacco industry continues to use advanced marketing strategies to reach consumers while adapting to the evolving media landscape and regulatory restrictions. Digital media has become a crucial marketing platform for these efforts.

Nicotine/tobacco-related social media content is prevalent. Studies show that adolescents exposed to such content on social media are more likely to initiate nicotine or tobacco use, including e-cigarettes.5556 While most social media platforms limit paid ads for tobacco products, many do not explicitly prohibit sponsored content promoted through influencers.57

Tobacco and nicotine companies have paid social media influencers to promote their products, often semi-covertly within lifestyle content, with the brands and companies signalled only by subtle hashtags. These influencers range from micro influencers to celebrities and help normalise and glamorise product use, while reaching millions of young people.358 E-cigarettes in particular frequently appear on these platforms without adequate age restrictions or health warnings.59

Philip Morris International (PMI) promotes its IQOS heated tobacco products through various digital marketing strategies, using websites and social media to position IQOS as an alternative to cigarettes in its “Smoke-Free” campaigns. Although PMI claims to target adult smokers and adhere to marketing standards, a report has shown that millions of teens (under 18) accessed PMI social media campaigns with ads that often led directly to a page where they could purchase PMI tobacco and nicotine products online.58

British American Tobacco (BAT) used a GB£1 billion marketing strategy focused on social media platforms, concerts, and sporting events.60 Despite BAT having a policy against using models or influencers under the age of 25 in its advertisements, in 2019 it violated its own rules and was caught paying Instagram influencers aged 21 and 24 to promote its HTP Glo on social media.61

Japan Tobacco International (JTI) used social media for disguised advertising of its Camel, Winston, and American Spirit cigarette brands. These ads focused on music and travel to attract young people. By categorizing their Facebook and Instagram pages under labels like “festival” and “communities,” JTI made these pages appear unrelated to tobacco products. This allowed them to adhere to platform guidelines while not clearly disclosing direct affiliation with those brands.62

Imperial Brands launched a social media campaign to promote its Davidoff cigarettes, which reached over 24 million views across Bosnia, Malaysia and Egypt.61

Pricing Strategy

Many governments impose heavy taxes on tobacco products, which raise prices and typically lower consumption. The industry’s response has been to lower pricing and use promotions to keep tobacco affordable and accessible, especially to price-sensitive groups such as youth.636465

Lower-priced tobacco products play “a tactical role in keeping smokers in the marketplace when cigarette prices rise” and entice new consumers to start smoking.66​ In some LMICs, tobacco companies have introduced ten-cigarette packs (known as “kiddie packs”) and very small packs of loose tobacco (10g or less), which appeal to the most price-sensitive smokers and young people as they cost less.67 At the same time, companies offer a selection of higher-priced brands to maximise profits from smokers who are unable or unwilling to quit.68

In many parts of the world, single cigarettes are sold in shops or by street vendors. These individual sticks are particularly attractive to people with less money, especially young people, because they are affordable and make it much easier to start smoking. This method of selling tobacco also helps companies get around other rules designed to make tobacco less appealing, such as prominent health warnings typically found on full cigarette packs.69

Authors

Hussein Faeq and Tom Gatehouse

Acknowledgement

Thanks to Raouf Alebshehy for support with this article.

Further reading & resources

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References

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