Plain Packaging Reduces the Appeal of Smoking

Smoking Elegant Lady

Not so long ago Australia has adopted legislation that prohibits logos on cigarette packages and that requires plain packaging obligatory. Other countries have not yet taken similar measures. The recent study published in BMC Public Health journal provides the data on the appeal of plain cigarette packs, compared to branded packs, among women in Brazil. The study suggests that plain packs decrease the appeal of their contents.

Brazil, as well as many other countries, has banned most forms of tobacco advertising, but has not resolved the issue of marketing by cigarette makers via the cigarette pack itself.

The study finds that tobacco companies created many cigarette brands appear especially for young women using ‘feminine’ colored packs, fruit flavorings, or by appealing terms such as ‘slim’ or ‘superslim’ cigarettes. Researches from Canada, the US, and Brazil cooperate with this study of 640 young Brazilian women to reveal if these cigarettes had the same lure when presented in plain packaging with the brand name and description on them. Finally, the women were able to select which pack they would have preferred to obtain as a free gift, one of the plain or branded packs.

Dr David Hammond from the University of Waterloo, who conducted this research clarified, “The women in this research said that branded cigarette packs are more appealing, more fashionable and sophisticated than the plain packs. They as well added that cigarettes in branded packs would be smoother and have better taste. The appeal of cigarettes will be reduced if description on the packs is removed and only the brand is left. During the pack offer test, women were three times more likely to obtain the branded cigarette pack as a free gift.”

The first research was conducted to see the effect of plain cigarette packaging on smoking in Latin America. It supports the study in other countries, which has revealed that plain packaging can make cigarettes to be less appealing to young people.

Christine White from the University of Waterloo, made a conclusion that their study findings reveal that plain packaging and the absence of brand descriptors are likely to lessen the appeal of tobacco products for young people and adults. N general, these results maintain the proposals for plain packaging in the WHO Framework Convention on Tobacco Control.

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