Ivory Coast is the second African country to adopt plain packaging

Côte d'Ivoire has adopted, by ministerial order, the introduction of plain packaging for tobacco products. This initiative, making Côte d'Ivoire the second African country after Mauritius to adopt this measure, aims to reduce the attractiveness of tobacco products and strengthen the effectiveness of health warnings for smokers and young people targeted by the tobacco industry's aggressive marketing strategies.

The new regulations, which will come into force in November 2024, will impose uniform tobacco packages in terms of colour and texture, eliminating any advertising reference to the brand's universe. This measure represents a significant step forward in the fight against tobacco marketing aimed at young Africans.

Côte d'Ivoire is thus in line with the application of one of the best practices concerning two fundamental articles of the WHO Framework Convention on Tobacco Control (FCTC), which the country ratified in 2010: Article 11, which expressly concerns the packaging and labelling (information, health warnings) to be affixed to tobacco products, and Article 13 relating to the prohibition of advertising and promotion

Towards a generalization of neutral packaging in the world

In connection with the generalisation of bans on tobacco advertising in traditional media, tobacco manufacturers have increasingly used packaging as an advertising medium, described as a "silent salesperson". They have thus pursued active promotion, contributing to increasing the entry into smoking among target audiences: young people and women.

As early as the 1990s, the plain packaging measure was proposed by Canada in response to these marketing strategies. The provision was truly adopted internationally in 2008 at the Conference of the Parties to the treaty. Australia was the first country to adopt this measure in 2012, France followed in 2016 and to date, 25 countries around the world are concerned by this measure.

International research has demonstrated the effectiveness of plain packaging. In countries where this measure has been implemented, health warnings on cigarette packets are more noticeable, manufacturers' circumvention practices to present their products as less dangerous become impossible and the attractiveness of tobacco products decreases in line with a reinforced perception of the dangerousness of the products. In Australia, the number of smokers has decreased since the introduction of plain packaging. In 2013, a survey was conducted among smokers in the country. It was mainly based on their perception of plain packaging. Through this study, we discovered that this measure has helped reduce the number of young people starting to smoke. The number of smokers aged over 18 fell from 15.9 % in 2010 to 13.3 % in 2013. The same goes for smokers aged between 14 and 18, who fell by 2.3 % in three years (from 15.1 % to 12.8 %).[1]

According to Yolonda C. Richardson, president of the Campaign for Tobacco-Free Kids, "This measure is a crucial step to protect African youth from the marketing tactics of big tobacco companies"She also noted that this initiative should encourage other countries around the world to adopt similar measures to reduce tobacco consumption and protect public health.[2].

The need to ensure the correct application of the measure

The implementation of the ministerial order in November 2024 will mark the beginning of a new era of tobacco regulation in Côte d’Ivoire. The Ivorian government will have to closely monitor the implementation of these new rules and ensure that tobacco manufacturers comply with plain packaging requirements. Awareness campaigns and educational programs will be put in place to inform the public about the dangers of tobacco and the benefits of plain packaging.

©Generation Without Tobacco

DT

---

[1] https://www.radiofrance.fr/franceinter/le-paquet-de-cigarettes-neutre-sur-les-rails-7427434 The neutral cigarette packet on track, RadioFrance, published on March 22, 2016, consulted on June 6, 2024

[2] Press release, Cote D’Ivoire to Implement Lifesaving Plain Packaging Measures, Becomes Second Country in Africa to Require Plain Packs for Tobacco, CTFK, published June 4, 2024, accessed June 5, 2024 National Committee Against Smoking |