How tobacco companies in the United Kingdom prepared for, and responded to, standardised packaging of cigarettes and rolling tobacco

Moodie, Crawford; Angus, Kathryn; Mitchell, Danielle; Critchlow, Nathan

doi:10.1136/tobaccocontrol-2017-054011

Cited by 34 publications

(38 citation statements)

References 12 publications

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“…While any mention of taste, smell, flavour, or anything which may promote a product by creating an erroneous impression about its characteristics, is banned on standardised packs in the UK, tobacco companies recognise the increased importance of the brand variant name when all other branding is removed. In the UK, Australia, France and New Zealand, tobacco companies have continued to use brand and particularly variant name as a promotional tool post-standardised packaging [10, 26, 43, 44], changing existing variant names (e.g. ‘Silver’ to ‘Silver Stream’) or introducing new variants (e.g.…”

Section: Discussionmentioning

confidence: 99%

“…1). The brand variants were selected to represent a range of cigarettes available in the UK market, which often include a colour within the name, mention filter innovation, or contain flavour changing capsules [26]. The following variants were included: JPS Legendary Black, Mayfair Sky Blue, Embassy Number 1 Red, JPS Triple Flow and Lambert and Butler Crushball.…”

Section: Methodsmentioning

confidence: 99%

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

et al. 2019

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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.

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Section: Discussionmentioning

confidence: 99%

Section: Methodsmentioning

confidence: 99%

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

et al. 2019

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“…During the period after the European Parliament formally approved the revised Tobacco Products Directive in February 2014, most of the brand variant names that were prohibited by the Directive were either changed to colour descriptors (for example, menthol became green, full flavour became red, and smooth became sky blue or bright blue) or were given a new descriptor (such as real, original, legendary or capsule) to identify original versions of the product . Examples of these changes include Players Superkings Menthol, which became Players Superkings Green; Carlton Smooth Blue, which became Carlton Bright Blue; Superkings, which became Superkings Original Black; and Marlboro Ice Blast, which became Marlboro Ice Blast Capsule.…”

Section: Methodsmentioning

confidence: 99%

Cigarette brand diversity and price changes during the implementation of plain packaging in the United Kingdom

et al. 2018

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Background and aimPlain packaging of cigarettes appeared in the United Kingdom in July 2016 and was ubiquitous by May 2017. The change coincided with another legislative change, raising the minimum pack size from 10 to 20 cigarettes. Laws imposing plain packaging on cigarette packs remove another promotional route from tobacco companies, but the effect of such laws on brand diversity, pricing and sales volume is unknown. This study aimed to (1) describe and quantify changes in brand diversity, price segmentation and sales volumes and (2) estimate the association between the introduction of plain cigarette packaging and cigarette pricing in the United Kingdom.DesignWe used a natural experiment design to assess the impact of plain packaging legislation on brand diversity and cigarette prices. The data comprised a sample of 76% of sales of cigarettes in the UK between March 2013 and June 2017.SettingUnited Kingdom.MeasurementsCigarette prices, number of brands and products and volumes of sales.FindingsDuring the period analysed, there was a slight decrease in the number of cigarette brands. There was also an initial increase observed in the number of cigarette products, due mainly to an increase in the number of products in packs of fewer than 20 cigarettes sold before July 2016, which was then followed by a rapid decrease in the number of products that coincided with the implementation of the new legislation. Cigarette sales volumes during this period did not deviate from the preceding secular trend, but prices rose substantially. Regression results showed that price per cigarette, regardless of pack size, was 5.0 [95% confidence interval (CI) = 4.8–5.3] pence higher in plain than in fully branded packs. For packs of 20 cigarettes, price increases were greater in the lower price quintiles, ranging from 2.6 (95% CI = 2.4–2.7) GBP in the lowest to 0.3 (95% CI = 0.3–0.4) GBP per pack in the highest quintile.ConclusionsThe implementation of standardized packaging legislation in the United Kingdom, which included minimum pack sizes of 20, was associated with significant increases overall in the price of manufactured cigarettes, but no clear deviation in the ongoing downward trend in total volume of cigarette sales.

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“…Recently published research suggests that, prior to the full implementation of standardised packaging in the UK, tobacco companies added smaller pack sizes such as 17 sticks to their brand variant portfolios,11 introduced colour descriptors to brand family and brand variant names and made product changes, particularly to FM cigarette filters 12. Examples of name change patterns associated with UK standardised packaging restrictions have been described qualitatively10 12 13 but not quantitatively. The scale of these name changes and if/how these changes were communicated to the public is not clear from published research.…”

Section: Introductionmentioning

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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How tobacco companies in the United Kingdom prepared for, and responded to, standardised packaging of cigarettes and rolling tobacco

Abstract: Introduction As a result of the Standardised Packaging of Tobacco Products Regulations

Cited by 34 publications

References 12 publications

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

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

Cigarette brand diversity and price changes during the implementation of plain packaging in the United Kingdom

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

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