United Kingdom: the effectiveness of plain packaging coupled with tax increases

In a new study published in Tobacco Control[1], researchers show that in the UK, the adoption of plain packaging combined with higher taxes on cheaper tobacco products has led to a significant reduction in tobacco sales volumes in the country. This new research is further evidence of the effectiveness of plain packaging, a measure that the tobacco industry systematically opposes.

A drop in sales almost doubled

The study, conducted over a three-year period from May 2015 to April 2018, shows that the combination of the plain packaging measure and the tax increase on the cheapest tobacco products accelerated the decline in cigarette sales. Thus, the decline in the number of cigarettes sold per month in the United Kingdom was estimated at 12 million before the legislation. After its adoption, the decline was estimated at 20 million. The study shows that rolling tobacco, which was not affected by this tax increase, saw its sales increase significantly, without offsetting the decline in manufactured cigarettes. This evidence highlights the need for an increase across all tobacco products to avoid consumption shifts.

A significant loss for cigarette manufacturers

This research provides objective information on the industry's motivations for opposing such public health measures. Indeed, the implementation of this legislation was directly accompanied by a 13% decrease in the monthly net profit of cigarette manufacturers in the United Kingdom, from 231 to 198 million pounds (254 to 218 million euros).

Effective measures

Raising tobacco prices remains the most effective way to reduce smoking prevalence in a population. Significantly increasing the price of even the cheapest tobacco products through taxes is, above all, a health protection measure for the most vulnerable populations, such as young people and disadvantaged groups.

The cigarette pack, until then a showcase for advertising, was a powerful marketing tool designed to make smoking attractive, particularly to young people. The switch to plain packaging closed a tobacco industry advertising channel by substituting a cold appearance and health messages for the seductive nature of smoking.

©Generation Without Tobacco