The purpose of this compendium of recent research in this themed issue is to heighten awareness of eye-tracking methodology and its application in tobacco regulatory science to advance knowledge of consumer understanding of the diversity of advertising, marketing, and other communications about tobacco products. Eye-tracking provides an objective and direct measure of attention that cannot be obtained through self-reported measures. The 7 papers selected for this special issue contribute to scientific knowledge and this editorial provides a synthesis to help guide readers and offer insights for future eye-tracking research. These elegantly designed studies apply eye-tracking methods to 3 major topics related to tobacco products: health warnings, advertising, and constituent information. The application of eye tracking methodology to tobacco regulatory science research has the potential to increase understanding of the impact of tobacco communication and marketing on consumers.
Keywords: advertisements; communication; eye-tracking; harmful and potentially harmful constituents; health warnings; marketing.