The potential impact of plain packaging of cigarette products among Brazilian young women: an experimental study

Abstract

BackgroundTobacco use is responsible for 5.4 million deaths every year worldwide and is a leading cause of preventable death. The burden of these deaths is rapidly shifting to low and middle-income countries, such as Brazil. Brazil has prohibited most forms of tobacco advertising; however, the cigarette pack remains a primary source of marketing. The current study examined how tobacco packaging influences brand appeal and perceptions of health risk among young women in Brazil.MethodsA between-subjects experiment was conducted in which 640 Brazilian women aged 16–26 participated in an online survey. Participants were randomized to view 10 cigarette packages according to one of three experimental conditions: standard branded packages, the same packs without brand imagery (“plain packaging”), or the same packs without brand imagery or descriptors (e.g., flavors). Participants rated packages on perceived appeal, taste, health risk, smoothness, and smoker attributes. Finally, participants were shown a range of branded and plain packs from which they could select one as a free gift, which constituted a behavioral measure of appeal.ResultsBranded packs were rated as significantly more appealing, better tasting, and smoother on the throat than plain packs. Branded packs were also associated with a greater number of positive smoker attributes including style and sophistication, and were perceived as more likely to be smoked by females than the plain packs. Removing descriptors from the plain packs further decreased the ratings of appeal, taste and smoothness, and also reduced associations with positive attributes. In the pack offer, participants were three times more likely to select branded packs than plain packs.ConclusionsPlain packaging and removal of descriptors may reduce the appeal of smoking for youth and young adults, and consequently reduce smoking susceptibility. Overall, the findings provide support for plain packaging regulations, such as those in Australia.

Adoção de embalagens padronizadas de produtos de tabaco no Brasil: contribuição da ciência da decisão à proteção do direito humano à saúde

“…Such bills are consistent with the results of international studies and research in Brazil showing that the use of completely standardized plain packaging reduces the social appeal of tobacco consumption in adolescents and young adults when compared to partially standardized plain packaging (the dimensions of which are standardized, with a single-color background, but containing additional descriptors on content, e.g., flavor) and the use of packs with the brands displayed 22 . However, pas- 28 .…”

“…From the social point of view, studies show that plain packaging reduces the appeal and attractiveness of tobacco consumption and produces a negative perception of the cigarette's flavor (compared to cigarettes in brand packs) 19,20,21,22 . The perception towards individuals that smoke also changes: smokers of tobacco products with plain packs are seen as addicts, outdated, and belonging to a lower social class than smokers of brand packs 7,23,24 .…”

Effects of standardised cigarette packaging on craving, motivation to stop and perceptions of cigarettes and packs

“…Generally, plainer packs were rated as less appealing or attractive (Doxey & Hammond, 2011;Gallopel-Morvan et al, 2012;Hammond, Dockrell, Arnott, Lee, & McNeill, 2009;Wakefield, Germain, & Durkin, 2008;White, Hammond, Thrasher, & Fong, 2012), both generally and on specific attributes such as being 'popular', 'stylish' and 'cool' (Doxey & Hammond, 2011;Wakefield et al, 2008;White et al, 2012). They have also been found to be associated with a less enjoyable inferred smoking experience (Wakefield et al, 2008;White et al, 2012).…”

A política antitabagismo e a variação dos gastos das famílias brasileiras com cigarro: resultados das Pesquisas de Orçamentos Familiares, 2002/2003 e 2008/2009

“…O Reino Unido está discutindo a adoção de legislação semelhante 45 . No Brasil, estudo realizado com mulheres de 16 a 26 anos de idade revelou que a utilização de embalagens genéricas pode tornar o cigarro menos atrativo para as jovens 46 .…”