In the UK, standardised (plain) cigarette packaging and larger picture-based health warnings were introduced during a transition period between May 2016 and May 2017. The policy removed tobacco branding from packs and increased the size and prominence of health warnings, while also introducing information about stop-smoking websites on packaging.
This online survey investigated whether smokers using standardised packs responded differently to those using fully branded packs. Specifically, it examined whether standardised packs were associated with greater notice of health warnings, increased thinking about the health risks of smoking and quitting, and greater awareness of stop-smoking resources.
Key findings
Smokers using plain packs were significantly more likely to notice health warnings frequently than those who had never used standardised packs. They were also more likely to read or look closely at health warnings, suggesting that the warnings attracted greater attention.
Smokers using standardised packs were almost twice as likely to report that the appearance of the pack made them think about the health risks of smoking and about quitting.
Awareness of stop-smoking websites was higher among smokers using standardised packs, and pack warnings were one of the most commonly reported sources of this information.
Among smokers who noticed information about stop-smoking websites, warnings on tobacco packs were cited as an important source of awareness, second only to GP surgeries.
This study provides early evidence that standardised tobacco packaging in the UK was achieving some of its intended objectives during the transition period. The findings suggest that the combination of standardised packaging and larger pictorial warnings increased engagement with health information designed to encourage smoking cessation.
The findings support the idea that reducing the promotional appeal of tobacco packaging, while increasing the prominence of health warnings, can make smoking risks more salient to consumers.
The study also highlights the value of tobacco packaging as a channel for communicating cessation support. The inclusion of stop-smoking website information on packs appeared to increase awareness of available quitting resources among smokers.
As the research was conducted during the implementation phase of the policy, it provides important insight into immediate behavioural and psychological responses to standardised packaging. Future research is needed to understand whether these changes lead to sustained increases in quit attempts and smoking cessation over the longer term, and to assess the full public health impact of standardised packaging after implementation is complete.
Read the full article on T&F onlineCrawford Moodie, Leonie S Brose, Hyun S Lee, Emily Power and Linda Bauld.
If you have any comments, questions or feedback, please reach out to our team.
