Plain tobacco packaging: progress, challenges, learning and opportunities

Abstract

The aim of this paper is to overview progress made with respect to the adoption of plain (or standardised) packaging, key challenges faced, evaluative evidence and opportunities for extending this policy. It has been a decade since Australia became the first country to require tobacco products to be sold in plain packaging; after slow initial uptake, 16 countries have now fully implemented this policy. Since 2020, plain packaging laws have become more comprehensive in some countries, expanding coverage beyond traditional tobacco products to include heated tobacco, tobacco accessories (rolling papers) and other nicotine-containing products (e-cigarettes). Laws have also become more innovative: some now ban non-biodegradable filters, include provision for a periodic change of the pack colour or require both plain packaging and health-promoting pack inserts. The tobacco industry has and will continue to use multi-jurisdictional strategies to oppose this policy. Evaluations suggest that plain packaging has improved health outcomes and has not burdened retailers, although research is limited to early policy adopters and important gaps in the literature remain. While the power of packaging as a sales tool has diminished in markets with plain packaging, tobacco companies have exploited loopholes to continue to promote their products and have increasingly focused on filter innovations. Opportunities exist for governments to strengthen plain packaging laws.

Tobacco package health warnings: a global success story

“…In this issue, Moodie et al provide an overview of the critical importance of plain packaging. 144 At least 21 jurisdictions have finalised plain packaging requirements as of October 2021, 50 though some do not apply plain packaging to all tobacco products.…”

“…Plain packaging, which in itself makes tobacco products less appealing and discourages tobacco use, also complements and enhances the effectiveness of package warnings. In this issue, Moodie et al provide an overview of the critical importance of plain packaging 144. At least 21 jurisdictions have finalised plain packaging requirements as of October 2021,50 though some do not apply plain packaging to all tobacco products.…”

Impact of Visual Elements of Tobacco Packaging on Health Risk Perceptions of Youth Groups

“…Finally, as of early 2020, nine countries worldwide have adopted standardized tobacco packaging at both the manufacturer and retail levels, and at least 16 other countries are considering adopting this policy, making the use of standardized tobacco packaging an emerging international trend [ 64 , 65 ]. However, China has not yet considered adopting an internationalized tobacco packaging style, and research data could provide an empirical basis for the subsequent adoption of a standardized tobacco packaging policy in China and furnish a reference for the use of a number of visual elements in tobacco packaging.…”

Standardised cigarettes: the next step for tobacco policy?

“…As at March 2022, 19 countries had implemented standardised packaging which requires tobacco products to be sold in standardised packs with drab colours, standardised fonts and no logos, colours or other branding elements 2. Standardised packaging laws also restrict some branding and visual elements on the cigarette stick 3. Restricted in their ability to market tobacco products with TAPS, packaging or pricing, tobacco companies are increasingly turning to one of the few remaining marketing media: the cigarette product itself.…”