Effect of plain packages being investigated

Plain packaging for cigarettes is having an impact on smoker behaviour, according to a preliminary study conducted in Victoria.

The findings – published in medical journal BJM Open – found plain packaging reduced the appeal of tobacco products and increased smokers’ want to kick the habit.

The study followed the introduction of brown packaging and graphic warnings in Australia for all tobacco products in December.

To date, Australia is the only country in the world to implement plain packaging laws for tobacco products.

The study consulted 536 smokers in November at a time when cigarette packs without health warnings were still available.

Of the respondents, 73 per cent were smoking from plain packs.

The smokers were asked questions pertaining to cigarette satisfaction and quality and how often they considered smoking to be harmful.

Of the smokers using plain packs 66 per cent were more likely to consider their tobacco product of poorer quality than a year ago and 70 per cent said they found their smokes less satisfying.

More importantly, 81 per cent said they had thought about quitting at least once a day during the past week.

“The finding that smokers smoking from a plain pack evidenced more frequent thought about, and priority for quitting, than branded pack smokers is important, since frequency of thoughts about quitting has strong predictive validity in prospective studies for actually making a quit attempt,” the report said.

“Overall, the introductory effects we observed are consistent with the broad objectives of the plain packaging legislation. We await further research to examine more durable effects on smokers and any effects on youth.”

Cooke Point resident Lauren Cairns, 28, said outside pressure from the media and medical community didn’t factor into her smoking habits.

“I look at the pictures and they are disgusting but you see them so much you become desensitised,” she said.

Port Hedland resident Colin Seery, 43, said plain packaging didn’t impact on him.

“You either want to quit or you don’t,” he said.

“While I still enjoy it I won’t give up, (the plain packaging) just makes it harder to find your smokes.”

A spokesman from British American Tobacco said consumers had not changed their purchasing behaviour since the implementation of plain packs on December 1 last year.

“It’s still very early on, remembering we’re the first country to (implement plain packaging),” he said. “To gain any proof as to whether it’s worked or not you would wait longer to see if any trends started to take place, say 12-18 months.”