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OBJECTIVE	To investigate whether standardised cigarette packaging increases the time spent looking at health warnings , regardless of the format of those warnings .
METHODS	A factorial ( two pack styles x three warning types ) within-subject experiment , with participants randomised to different orders of conditions , completed at a university in London , UK .
METHODS	Mock-ups of cigarette packets were presented to participants with their branded portion in either standardised ( plain ) or manufacturer-designed ( branded ) format .
METHODS	Health warnings were present on all packets , representing all three types currently in use in the UK : black & white text , colour text , or colour images with accompanying text .
METHODS	Gaze position was recorded using a specialised eye tracker , providing the main outcome measure , which was the mean proportion of a five-second viewing period spent gazing at the warning-label region of the packet .
RESULTS	An opportunity sample of 30 ( six male , mean age = 23 ) young adults met the following inclusion criteria : 1 ) not currently a smoker ; 2 ) < 100 lifetime cigarettes smoked ; 3 ) gaze position successfully tracked for > 50 % viewing time .
RESULTS	These participants spent a greater proportion of the available time gazing at the warning-label region when the branded section of the pack was standardised ( following current Australian guidelines ) rather than containing the manufacturer 's preferred design ( mean difference in proportions = 0.078 , 95 % confidence interval 0.049 to 0.106 , p < 0.001 ) .
RESULTS	There was no evidence that this effect varied based on the type of warning label ( black & white text vs. colour text vs. colour image & text ; interaction p = 0.295 ) .
CONCLUSIONS	During incidental viewing of cigarette packets , young adult never-smokers are likely to spend more time looking at health warnings if manufacturers are compelled to use standardised packaging , regardless of the warning design .

