‘I’m killing myself, but I’m saving the planet’: rolling tobacco smokers’ perceptions of rolling papers

Abstract

IntroductionDespite the global growth of rolling tobacco, we are unaware of any research that has explored smokers’ perceptions of the types of rolling papers available, or plain rolling papers, which are now required in Canada and Israel.MethodsEight focus groups were conducted with rolling tobacco smokers (n=50) in Greater Glasgow (Scotland) between February and March 2020. Participants were shown a number of packs of promotional rolling papers (natural, transparent, prerolled cones, flavoured) and plain rolling papers.ResultsRolling papers were often viewed as functional, a necessity for making roll-ups. The appeal of papers was based on the packaging, with a booklet-style pack of natural papers viewed very positively, as well as novelty, usability and taste/smell. Participants often associated papers with particular users, with prerolled cones and some flavoured papers thought to be used by cannabis smokers or younger people and those just starting to smoke. In terms of harm perceptions, natural papers were viewed as a healthier choice than standard papers and more environmentally friendly, whereas transparent papers raised concerns about safety to both the user and the environment. Participants were generally ambivalent towards plain papers, which they did not feel would alter their purchasing or smoking behaviour, although some felt they may be less appealing to youth as the branding would be diminished.ConclusionsThe panoply of rolling papers available offers consumers considerable choice. As some promotional papers can increase appeal or create misperceptions of harm then standardising papers would help to counter this.

Plain tobacco packaging: progress, challenges, learning and opportunities

“…This increased regulation of rolling tobacco may be prescient given growth in sales of rolling tobacco 12 and ancillary products, which is predicted to continue this decade, 13 and because the panoply of rolling tobacco papers available can increase appeal and allow users to customise their smoking experience. 14 In Israel, the Netherlands (from January 2022) and the Canadian province of British Columbia, plain packaging is required for e-cigarettes and e-liquids. Approximately 18 months post implementation, non-compliance remains problematic for e-liquids in Israel.…”

“…In Canada, Israel and Belgium, rolling tobacco papers must also be sold in plain packs (although Belgium only requires plain packaging for rolling papers that feature a tobacco brand name), and in Israel, packs of rolling papers are additionally required to display a warning (figure 3). This increased regulation of rolling tobacco may be prescient given growth in sales of rolling tobacco12 and ancillary products, which is predicted to continue this decade,13 and because the panoply of rolling tobacco papers available can increase appeal and allow users to customise their smoking experience 14…”