Young adult smokers’ perceptions of plain packs, numbered packs and pack inserts in Turkey: a focus group study

Abstract

Introduction:The Turkish Government's 'National Tobacco Control Program 2015-2018' included plans to introduce plain packaging and also a ban on brand names on cigarette packs, allowing only assigned numbers on packs. We explored perceptions of these proposed measures, and also pack inserts with cessation messages, another novel way of using the packaging to communicate with consumers. Methods: Eight focus groups were conducted with 47 young adult smokers in Manisa and Kutahya (Turkey) in December 2016. Participants were shown three straight-edged plain cigarette packs, as required in Australia, and then three bevelled-edged plain packs, as permitted in the United Kingdom. They were then shown plain packs with numbers rather than brand names, and finally three pack inserts with messages encouraging quitting or offering tips on how to do so. Participants were asked about their perceptions of each. Results: Plain packs were considered unappealing and off-putting, although the bevellededged packs were viewed more favourably than the straight-edged packs. Numbered packs were thought by some to diminish the appeal created by the brand name and potentially decrease interest among never smokers and newer smokers. Pack inserts were thought to have less of an impact than the on-pack warnings, but could potentially help discourage initiation and encourage cessation. Conclusions: That bevelled-edged plain packs were perceived more positively than straightedged plain packs is relevant to countries planning to introduce plain packaging. The study provides a first insight into smokers' perceptions of a ban on brand names, which was perceived to reduce appeal among young people.

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

“…This is consistent with previous studies where young people are more likely to be drawn to packs with unique structures (e.g. bevelled-edged or slim packs) [13, 33, 40]. Although past research suggests that males view fully-branded slim packs negatively, primarily because of the slimness and feminine colour schemes [40, 41], we found that for some males standardised slim packs were viewed favourably as they were considered easier to conceal and appeared less harmful.…”

“…Exploring perceptions of standardised packs using quantitative methods with young people and what association (if any) pack structure has with smoking susceptibility would be of value. Future research could also explore the effect, if any, of removing colour descriptors from the variant name, or removing the entire brand variant name from packs and replacing it with a number, as proposed in Turkey [13].…”

Adolescent tobacco coupon receipt, vulnerability characteristics and subsequent tobacco use: analysis of PATH Study, Waves 1 and 2

“…5960 In areas without coupon bans, adding inserts to product packs promoting smoking cessation may help buffer the potential influence of coupons on youth tobacco use. 61–65 Monitoring youth access to newer forms of coupon receipt such as mobile coupons available through smartphone apps can be used to inform regulations to reduce youth exposure to these coupons. 66 These types of approaches may help to reduce tobacco experimentation and use.…”

Health behaviors and health services accessibility factors associated with diabetes: a propensity score matching analysis

“…Studies regarding the consumption patterns of Turkish people have shown that food consumption constitutes the biggest part of households' consumption in Turkey [26], and high consumerism is one of the major characteristics of Turkish people in recent years. Moreover, increase in smoking [27] unhealthy dietary habits such as eating fast foods and eating outside [12,28] and increase in health services utilization [29] are distinguishing features of high consumer groups in Turkey [12,28]. Therefore, Turkey has experienced a consumption based economic growth that fosters an unsustainable and stressful consumption environment that will ultimately lead to an increasing diabetes crisis in Turkey in the near future.…”