Plain tobacco packaging puts smokers off

A new one study from the University of Otago in Wellington (New Zealand) highlights how plain packaging makes tobacco products less attractive and increases the visibility and effectiveness of health warnings. The researchers had already clearly established that the introduction of plain packaging and the strengthening of health warnings implemented in 2018 are effective among non-smokers, particularly young people, in terms of deterring them from starting to smoke.[1]. This new study also shows that this device is effective with smokers. The perception of the products is changed and the health messages are better seen, read and taken into account. The study funded by the Health Research Council is the first evaluation of the law on plain packaging in New Zealand. This New Zealand study is linked to a study evaluating international policies on tobacco control. At the New Zealand level, 910 smokers were interviewed before the measure came into force (during the period 2016-17) and 726 (2018), including more than 300 identified as Māori. The participants were recruited from the New Zealand Health Survey, which is nationally representative. They were asked about their perceptions and reactions to branded packaging, before the implementation of the measure, and neutral immediately after the implementation. The proportion of smokers who did not like the appearance of their packaging increased from 50% to 75%, and the proportion who noticed the health warnings first (before the brand for example) - doubled, from 24% to 48%. This new study confirms the results of other international publications and the experience of other countries which have adopted such a measure. The adoption of plain packaging with broad health warnings is part of a global strategy aimed at making tobacco products less attractive, addictive and accessible. This new successful experience of a country like New Zealand, with a rigorous evaluation, is likely to support other countries wishing to implement the measure. As a reminder, New Zealand has one of the lowest rates of smoking among young people in the world. Today, most young New Zealanders do not smoke, with 31.3% of 15-17 year olds currently smoking (down from 14.1% in 2006/07). The rate for the general population is 12.5%.[2] The price of a packet of cigarettes can rise to €22 in the country.

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[1] https://cnct.fr/actualites/efficacite-paquet-neutre-prouvee/ [2] https://www.smokefree.org.nz/smoking-its-effects/facts-figures ©National Committee Against Smoking |