Adolescents’ perceptions of standardised cigarette packaging design and brand variant name post-implementation: a focus group study in Scotland

Abstract

Background The United Kingdom (UK) fully-implemented standardised packaging for cigarettes and rolling tobacco on 20th May 2017. We explore adolescent’s awareness of, and responses to, standardised cigarette packaging in the UK after it became mandatory. Methods Eight focus groups were conducted in schools in Scotland with 16–17 year-olds ( n = 41), between November 2017 and November 2018, to explore awareness of, and responses to, standardised cigarette packaging. Unlike in Australia, where only straight-edged flip-top cigarette packs are permitted, in the UK standardised cigarette packs can have slim designs, and different edge types (straight, rounded or bevelled) and opening styles (flip-top or shoulder box). We explored how each of these pack formats was perceived. We also explored to what extent brand variant name differentiated cigarettes sold in standardised packaging. Results Most participants were aware of standardised packaging without being shown pack stimuli. Standardised packs were considered embarrassing and off-putting, and the health warnings salient. Among the standardised packs shown, there was a preference for the slimmer pack, viewed as more discrete and the cigarettes potentially less harmful, and the shoulder box, considered cool and different. Participants were interested in some brand variant names on standardised packs (e.g. Legendary Black), particularly those they considered to imply coolness and sophistication. Conclusion Adolescents consider standardised cigarette packs in the UK unappealing, and the warnings salient, two core aims of this measure. However, positive reactions to some of the standardised packs (slimmer pack, shoulder box), and variant names used, has implications for countries developing standardised packaging regulations.

‘It's like sludge green’: young people's perceptions of standardized tobacco packaging in the UK

“…In the study reported here we used focus groups to explore young people's awareness of and exposure to standardized packs in the United Kingdom, their perceptions of these packs as to their appeal and probable impact on attitudes to smoking and smoking behaviour among young people. This study differs from that of Mitchell et al's work [22] in three important respects. It was undertaken earlier (February-March 2017), 2-3 months before branded packs were banned completely, when they were still more commonly available than standardized packs [23]; participants were younger [13][14][15][16] and therefore more likely to be considering or trying smoking; and the salience of several health warnings was explored.…”

“…A survey of 11-15-year-olds in England [21], 2 months before full implementation, found that 20% had noticed the new packs, with awareness highest among ever-smokers (49%). A qualitative study of 16-17-year-olds in Scotland undertaken 6-18 months after full implementation found high awareness of the packs, which were perceived to be unappealing and off-putting [22]. An understanding of the 'real world' impact of standardized packaging on adolescents is therefore starting to emerge.…”

“…For example, larger health warnings appear to have had little impact in Australia but some impact in France. Furthermore, only one study has explored, using qualitative methods, young people's appraisal and interpretation of standardized packs [22]. Qualitative studies enable a more in-depth exploration of young people's engagement with standardized packs, generating potentially important insights into how and why any effects are, or are not, being produced.…”

“…Qualitative studies enable a more in-depth exploration of young people's engagement with standardized packs, generating potentially important insights into how and why any effects are, or are not, being produced. For example, the study by Mitchell et al [22] reveals how permutations in pack shape and structure which are permitted in the United Kingdom (but not in Australia) may have moderated the impact of standardized packs on British adolescents.…”

Exposure to Environmental Tobacco Smoke (ETS) among Employees of Hospitality Venues in the Light of Changes in Anti-Tobacco Legislation in Poland

“…As a result of legal possibility of creating separated smoking rooms, in 2015, there was a fourfold increase in the percentage of people who claimed that there was a room for smokers in their workplace. Finland is an example of a country where, similarly to Poland, it was possible to apply for a permission for smoking rooms; however, such solution was quickly recognized as insufficient protection against exposure to ETS, and regulations were introduced to strictly prohibit smoking in bars and restaurants [19,34,43]. In addition, research conducted in Finland, Australia, Canada, Germany, and Italy confirmed that only a total ban on smoking in hospitality venues protects against ETS exposure and leads to a decrease in the number of cigarettes smoked by employees [7,8,[44][45][46][47][48].…”