Roll-your-own loose tobacco packaging warning labels: a qualitative study using a novel elicitation method.

Our findings reinforce the importance of high-affect arousing PWLs and suggest involving smokers in the formative creation of PWLs may result in markedly more impactful warnings. Linking PWLs to the type of tobacco smoked may also reduce the rationalisations smokers employ to discount warnings, and result in warnings that prompt engagement and personal reflection.