Pack Analysis Process


Once the packs are collected from each country, they are sent to IGTC for coding. Tobacco industry marketing appeal and pack design features as well as the pack’s country-specific health warning label (HWL) compliance status are assessed.

Health Warning Label Compliance

Article 11 of the Framework Convention on Tobacco Control (FCTC) outlines mechanisms by which Parties to the treaty can increase the effectiveness of their tobacco packaging and labeling. Key elements include warning label location, size, use of pictorials, color, rotation, message content, language, source attribution and appropriate information on constituents and emissions.

We create a codebook for each country based on the tobacco packaging and labeling requirements in effect at the time of data collection. The codebooks include measures that assess whether required tobacco packaging and labeling information have been applied to the pack. It is not uncommon to see outdated HWLs on packs in addition to packs that have no HWLs or another country’s HWL.

Only tobacco packs that display the authorized country health warning labels in effect at the time of data collection are coded for compliance.

We base HWL compliance on four overarching categories derived from each country’s HWL requirements: (1) Warning location, (2) Warning size, (3) Warning text size, and (4) Warning label elements (such as color contrast, as appropriate for each country).

View examples of packs that are compliant and noncompliant on the Pack Search page using the filter function. Additionally, general HWL compliance information for each country can be found on the Publications page.

Pack Features and Marketing Appeals

In addition to compliance with tobacco packaging and labeling laws, we also code each pack for its physical, textual and visual features. We integrate relevant concepts from literature on brand appeal, market development and audience segmentation into our pack appeals codebooks.

For features and appeals, we created one common codebook that is used for all countries. Each pack is first coded for “design features” of the pack, including the shape and size, opening style and any textures or embellishments. We also code for marketing appeals, that is, visual elements (e.g., words, images, colors) on the pack that create positive sentiments about the product for a consumer. Examples of appeals include but are not limited to the following: flavor, technology, luxury, femininity, masculinity, youth, nationalism and Western culture.

Peruse the Pack Search page to view examples of packs that utilize various marketing and appeal strategies. Additionally, papers and factsheets on these appeals can be found on the Publications page.