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Author(s)
Linda Bauld
Presenter(s)
Professor Linda Bauld Professor of Socio-Management, School of Management, University of Stirling and UKCTCS
Abstract
As legislation prohibiting tobacco advertising has been implemented in the UK and other countries, the tobacco industry have responded by directing their marketing budgets towards remaining forms of promotion – most notably tobacco packaging. This presentation will describe how packaging has been used to increase the appeal of smoking and mislead consumers about the harm from tobacco. It will outline the evidence to support the introduction of plain packaging.
This evidence will be drawn from a systematic review recently published to inform the UK wide consultation on the potential introduction of plain packaging, following on from Australia’s commitment to introduce the policy by the end of this year. The review aimed to examine all available current evidence on the effects of plain packaging in the three areas relevant to packaging set out by the Framework Convention on Tobacco Control (FCTC) – appeal, harm and health warnings. The review examined studies from 1980 to the present day. 37 studies met the inclusion criteria, and these set out how plain packaging will: reduce the appeal of cigarettes packs and brands by addressing perceptions of attractiveness, quality and the link with smoker identity; increase people’s ability to notice and recall the health warnings on packs and affect the perceived seriousness and believability of the warnings; and impact on perceptions of the harmfulness and strength of cigarettes.
Some studies in the review also addressed the link between plain packaging and smoking behaviour and the barriers and facilitators to introducing the policy. Overall, the studies included were consistent in their findings and provide important current evidence to inform responses to the consultation.
