Introduction effects of the Australian plain packaging policy on adult smokers: a cross-sectional study

Abstract

ObjectiveTo determine whether smokers smoking from packs required under Australia's plain packaging law had different smoking beliefs and quitting thoughts, compared with those still smoking from branded packs.DesignCross-sectional survey during the roll-out phase of the law, analysed by timing of survey.SettingAustralian state of Victoria, November 2012.Participants536 cigarette smokers with a usual brand, of whom 72.3% were smoking from a plain pack and 27.7% were smoking from a branded pack.Primary outcome measuresPerceived quality and satisfaction of cigarettes compared with 1 year ago, frequency of thoughts of smoking harm, perceived exaggeration of harms, frequency of thoughts of quitting, quitting priority in life, intention to quit, approval of large graphic health warnings and plain packaging.ResultsCompared with branded pack smokers, those smoking from plain packs perceived their cigarettes to be lower in quality (adjusted OR (AdjOR)=1.66, p=0.045), tended to perceive their cigarettes as less satisfying than a year ago (AdjOR=1.70, p=0.052), were more likely to have thought about quitting at least once a day in the past week (AdjOR=1.81, p=0.013) and to rate quitting as a higher priority in their lives (F=13.11, df=1, p<0.001). Plain pack smokers were more likely to support the policy than branded pack smokers (AdjOR=1.51, p=0.049). Branded and plain pack smokers did not differ on measures of less immediate smoking intentions, frequency of thoughts about harms or perceived exaggeration of harms. Appeal outcomes, but not other outcomes, were sensitive to the extent of roll-out, with responses from branded pack smokers approaching those of plain pack smokers, once 80% of survey respondents were smoking from plain packs 1–2 weeks before the December implementation date.ConclusionsThe early indication is that plain packaging is associated with lower smoking appeal, more support for the policy and more urgency to quit among adult smokers.

The Plain Truth about Plain Packaging: An Econometric Analysis of the Australian 2011 Tobacco Plain Packaging Act

“…Germain, Wakefield and Durkin (2010), for example, find that plain packaging reduces positive brand-image associations for adolescents, and raises negative expectations as to taste. Similarly, Wakefield et al (2013) find that plain packaging reduces the perceived quality of tobacco products, and that consumers perceive plainpackaged tobacco products to be less satisfying than branded tobacco. Young et al (2014) report an increase in the number of phone calls to Quitline -a helpline for smokers -after the introduction of the plain packaging policy, but do not indicate actual quit rates.…”

A política antitabagismo e a variação dos gastos das famílias brasileiras com cigarro: resultados das Pesquisas de Orçamentos Familiares, 2002/2003 e 2008/2009

“…A Austrália foi o primeiro país a adotar, em 2012, legislação desse tipo, fazendo com que o destaque na embalagem seja dado aos alertas sobre os malefícios do cigarro. Estudo realizado naquele país revelou que os fumantes usando embalagens genéricas estavam mais propensos a pensar em parar de fumar, pelo menos, uma vez ao dia durante a semana anterior e a colocar a cessação como alta prioridade em suas vidas 44 . O Reino Unido está discutindo a adoção de legislação semelhante 45 .…”

Tobacco packaging and labelling policies in countries of the Eastern Mediterranean and Western Pacific Regions: Post-deadline assessment of the time-bound measures of WHO FCTC Article 11

“…There is evidence that PHWs are more salient when introduced on plain packaging [47][48][49][50] . Some studies have also related plain packaging with increased urgency among smokers to quit, and with increased quit attempts 51,52 . Countries with moderate compliance are recommended to conduct a detailed analysis of their tobacco control legislation to identify all possible gaps.…”