For two years, all cigarette packs have looked the same: no brand or logo, no distinctive color, same size … These “neutral packages“were set up at the initiative of the Ministry of Health in order to reduce the attractive and fun aspect of cigarette packs, in particular with young people. The effects of this tobacco control measure were measured by Public health France in a study comparing the perceptions of smokers before and after the introduction of the new package.
The look of cigarette packs matters too
Various points emerge from this study carried out as part of the 2016 and 2017 Health Barometers of Public Health France.
- The part of smokers who report that they like the appearance of their cigarette package was reduced by three in 2017 (16%) compared to 2016 (around 53%).
“In 2016, 52.5% of smokers surveyed said they liked the appearance of the cigarette packets they usually bought (18.5% quite and 34.0% rather). In 2017, smokers were no more than 15.7% liked the look of their packages: 6.6% completely and 9.1% rather) “ emphasize the authors of the study. - Smokers who are embarrassed to take out their pack in full view because of its appearance are twice more numerous in 2017 (12%) than in 2016 (6%).
- A significant decrease in the attractiveness of the package linked to its appearance is observed among 18-24 year olds.
“These results are consistent with an experimental study carried out in 2011 which showed that neutral packages were perceived as less attractive than ordinary packages, less captivating, less likely to motivate young people to buy tobacco” add the authors.
Neutral packages in 6 countries only
Australia was the first country to take the neutral package in December 2012. It was followed by France 5 years later (January 2017), then by the United Kingdom in May 2017, New Zealand in June 2018, Norway in July 2018 and Ireland in September 2018.
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