Policy options for extending standardized tobacco packaging

Hoek, Janet; Gendall, Philip

doi:10.2471/blt.16.190082

Cited by 6 publications

(2 citation statements)

References 13 publications

(12 reference statements)

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“…The findings demonstrate that brand imagery on cannabis packaging can promote lifestyle associations and increase the appeal of cannabis products among young people. Consistent with previous research on tobacco products [39][40][41][42], plain/standardised cannabis packs with a health warning were perceived as the least appealing. As expected, differences in the appeal were greater among female participants for those experiments that featured female-oriented brand imagery in the form of pink packages with a floral design.…”

Section: Discussionsupporting

confidence: 83%

The efficacy of health warnings and package branding on perceptions of cannabis products among youth and young adults

Leos‐Toro

Fong

Hammond

2021

Drug and Alcohol Review

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Introduction Little empirical evidence exists about the efficacy of labelling and marketing restrictions in a regulated cannabis market. This study examined perceptions of cannabis product packaging designs, health warning labels (HWL) and perceptions of packs displaying brand imagery and leading descriptors on measures of appeal, and perceived consumer attributes. Methods An online experimental survey of Canadian cannabis users and non‐users (n = 870) aged 16–30 years containing eight between‐group experiments was conducted in October 2017. Primary outcomes were appeal and perceived consumer attributes of cannabis product packaging, including the likelihood of being younger, female, fashionable, health conscious and likely to go out and party. Results When cannabis product branding was present, respondents were more likely (P = 0.027) to report greater appeal than when branding was absent. When an HWL was present, respondents were less likely (P = 0.010) to report greater appeal than when absent. The presence of a celebrity sponsor (P < 0.001), music references (P < 0.001) or party references (P < 0.001) increased the likelihood that respondents perceived the product as targeted at someone younger, and a party lifestyle. Differences by cannabis use status were observed across experiments; those who had used were more likely to find branding elements appealing. Discussion and Conclusions The findings demonstrate that brand imagery on cannabis packaging can promote lifestyle associations and increase the appeal of cannabis products among young people. Plain/standardised packs displaying HWLs were perceived as less appealing than packs with branding or without HWLs. Lifestyle associations can be communicated through brand imagery on cannabis packaging.

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Section: Discussionsupporting

confidence: 83%

The efficacy of health warnings and package branding on perceptions of cannabis products among youth and young adults

Leos‐Toro

Fong

Hammond

2021

Drug and Alcohol Review

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“…Additionally, cigarette packs with filter descriptions such as ‘advanced’ and ‘firm’ filter are perceived as less harmful by existing smokers and therefore perpetuate the perceptions that some tobacco brand variants are less harmful than others 38. Given that companies continue to innovate their product names and descriptions it may be considered necessary to follow the example of Uruguay where only one brand variant is permitted per brand and no new brands are allowed 39…”

Section: Discussionmentioning

confidence: 99%

Prospective longitudinal study of tobacco company adaptation to standardised packaging in the UK: identifying circumventions and closing loopholes

et al. 2019

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ObjectivesUK standardised packaging legislation was introduced alongside pack size and product descriptor restrictions of the European Union Tobacco Products Directive to end tobacco marketing and misinformation via the pack. This paper aims to assess compliance with the restrictions and identify attempts to continue to market tobacco products and perpetuate misperceptions of harm post legislation.Design, setting and interventionA prospective study of the introduction of standardised packaging of tobacco products to the UK.Participants and outcomesWe analysed commercial sales data to assess whether the legally required changes in pack branding, size and name were implemented. To explore any adaptations to products and packaging we analysed sales data, monthly pack purchases of factory-made (FM) cigarettes and roll-your-own (RYO) tobacco, tobacco advertisements from retail trade magazines and articles on tobacco from commercial literature (retail trade, market analyst and tobacco company publications).ResultsOne month after full implementation of the UK and European Union policies, 97% FM and 98% RYO was sold in compliant packaging. Nevertheless, tobacco companies made adaptations to tobacco products which enabled continued brand differentiation after the legislation came into force. For example, flavour names previously associated with low tar were systematically changed to colour names arguably facilitating continued misperceptions about the relative harms of products. Tobacco companies used the 1-year sell-through to their advantage by communicating brand name changes and providing financial incentives for retailers to buy large volumes of branded packs. In addition, tobacco companies continued to market their products to retailers and customers by innovating exemptions to the legislation, namely, filters, packaging edges, seals, multipack outers, RYO accessories, cigars and pipe tobacco.ConclusionsTobacco companies adapted to packaging restrictions by innovating their tobacco products and marketing activities. These findings should enable policy makers globally to close loopholes and increase the potential efficacy of standardised packaging policies.

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Plain Tobacco Packaging

Wakefield¹

2019

Encyclopedia of Behavioral Medicine

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Policy options for extending standardized tobacco packaging

Cited by 6 publications

References 13 publications

The efficacy of health warnings and package branding on perceptions of cannabis products among youth and young adults

The efficacy of health warnings and package branding on perceptions of cannabis products among youth and young adults

Prospective longitudinal study of tobacco company adaptation to standardised packaging in the UK: identifying circumventions and closing loopholes

Plain Tobacco Packaging

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