The findings indicate that packaging is vital to consumer identification with and differentiation between cigarette brands and that a policy of plain packaging could be useful in reducing the impact of packaging in promotion of tobacco products.

Background In the early 1900s, the industrialization of cigarette production rapidly created the first major expansion in tobacco consumption in modern times. Aims This article focuses on the “tobacco problem” as it was understood, debated and sought governed in Norway around the time of the First World War. I identify various attempts to define tobacco as a problem, including arguments put forward by the anti-tobacco movement, the medical profession and politicians. How were health, moral-aesthetic and economic conditions articulated and integrated in these arguments? What (if any) addictive elements of smoking were in focus? I also discuss the association between perceptions of the tobacco problem and political attempts to regulate it. There were repeated calls for a state tobacco monopoly to be introduced and municipal licensing system for the sale of cigarettes. Data The data are sourced from the journals Tobakskampen (The Tobacco Fight), the journal of the norwegian medical association and parliamentary documents. Findings The findings suggest that a) to the extent tobacco was perceived as a social problem, it was a moral one (vice), not a behavioural and dependency problem, which alcohol was perceived to be at the time; b) proposals to establish a tobacco monopoly were based on economic arguments only, and lacked any firm connection to social issues, health and morality; and c) the anti-tobacco movement was socially marginal and their commitment to the municipal licensing idea resulted in large regional variations in public support, too large in fact for the idea to be effective. Although the government did not introduce regulations in the 1920s, the industrialization of cigarettes and subsequent developments in advertising caused a “moral panic” among tobacco opponents and created the modern climate of opinion regarding tobacco.

Studies from several countries have revealed significant effects of exposure to smoking in films on smoking behaviour and attitudes among adolescents. This study presents the first findings from the Scandinavian cultural region on this topic. With the objective to test for significant adjusted relationships between exposure to smoking in films and established smoking among 15-to 20-year-old respondents, and susceptibility to smoking among non-smokers in the same age group, a cross-sectional study was conducted in June 2008. 807 Norwegian adolescents and young adults answered a web-based questionnaire. Exposure to smoking in films is estimated by asking the respondents if they had seen films from a list of 56 popular film titles of both local and foreign origin from 2007 and 2008. Associations of exposure and smoking behaviour are tested in two logistic regression models. Respondents with the highest exposure to film smoking are more likely to be established smokers than those with no exposure (adjusted odds ratios=2.22, confidence interval=1.04-4.77). Among non-smokers, those with highest exposure to smoking in films are more likely to be susceptible to smoking than those with no exposure (adjusted odds rations=1.55, confidence interval=0.93-2.56). Film smoking is significantly associated with smoking susceptibility and established smoking among Norwegian adolescents and young adults.

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