Plain Packaging for Cigarettes Reduces Appeal among Adolescents and Prompts Smokers to Quit

Strategic Insights -

A comprehensive study on the introduction of plain packaging for cigarettes in Australia has found that it has reduced the appeal of smoking among adolescents and prompted smokers to think about quitting. The research, presented by Cancer Council Victoria at the World Conference on Tobacco or Health in Abu Dhabi, shows that the legislation has been associated with an increase in the number of people thinking about quitting and trying to quit. Quarterly figures from the Australian Bureau of Statistics revealed a fall of nearly 3% in tobacco consumption, contributing to a 12.2% annual fall from December 2013 to December 2014.

Key Takeaways:

  • The research found that a year after the introduction of plain packaging, there was a significant increase in the number of people thinking about quitting and trying to quit.
  • Children aged between 12 and 17 found standardised packaging less appealing, with a reduction in the appeal of four of the five most popular cigarette brands among school students.
  • The legislation has not led to an increase in the consumption of illicit, cheap cigarettes.
  • Ten countries are contemplating introducing plain packaging, including the UK, which voted to adopt similar legislation to Australia's.
  • The World Health Organisation director urged governments to fight legal battles from the tobacco industry, saying that they are attempting to deprive governments of their sovereign right to legislate in the public interest.

Statistics:

  • 12.2%: annual fall in tobacco consumption from December 2013 to December 2014 (Australian Bureau of Statistics).
  • 3%: fall in tobacco consumption from quarterly figures released on 12 March (Australian Bureau of Statistics).
  • 10: number of countries contemplating introducing plain packaging.
  • 2 years: duration of the study on the introduction of plain packaging.
  • 4/5: reduction in the appeal of four of the five most popular cigarette brands among school students.

Sources:

  • The Guardian, attributed to Melissa Davey.
  • Cancer Council Victoria.
  • Australian Bureau of Statistics.
  • World Conference on Tobacco or Health.
  • World Health Organisation.
  • British House of Commons.
  • Australian Council on Smoking and Health.