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Has the introduction of plain packaging with larger graphic health warnings changed adolescents' perceptions of cigarette packs and brands?

White, Victoria, Williams, Tahlia and Wakefield, Melanie 2015, Has the introduction of plain packaging with larger graphic health warnings changed adolescents' perceptions of cigarette packs and brands?, Tobacco Control, vol. 24, no. Supplement 2, pp. ii42-ii49, doi: 10.1136/tobaccocontrol-2014-052084.

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Title Has the introduction of plain packaging with larger graphic health warnings changed adolescents' perceptions of cigarette packs and brands?
Author(s) White, VictoriaORCID iD for White, Victoria orcid.org/0000-0001-6619-8484
Williams, Tahlia
Wakefield, Melanie
Journal name Tobacco Control
Volume number 24
Issue number Supplement 2
Start page ii42
End page ii49
Total pages 8
Publisher BMJ Publishing Group
Place of publication London, Eng.
Publication date 2015-04
ISSN 0964-4563
1468-3318
Keyword(s) Advertising and Promotion
Packaging and Labelling
Prevention
Summary Objective To examine the impact of plain packaging of cigarettes with enhanced graphic health warnings on adolescents’ perceptions of pack image and perceived brand differences.

Methods Cross-sectional school-based surveys conducted in 2011 (prior to introduction of new cigarette packaging) and in 2013 (7–12 months afterwards). Students aged 12–17 years (2011 n=6338; 2013 n=5915) indicated whether they had seen a cigarette pack in previous 6 months. Students rated the character of four popular cigarette brands, indicated level of agreement regarding differences between brands in ease of smoking, quitting, addictiveness, harmfulness and look of pack; and indicated positive and negative perceptions of pack image. Changes in responses of students seeing cigarette packs in the previous 6 months (2011: 60%; 2013: 65%) were examined.

Results Positive character ratings for each brand reduced significantly between 2011 and 2013. Changes were found for four of five statements reflecting brand differences. Significantly fewer students in 2013 than 2011 agreed that ‘some brands have better looking packs than others’ (2011: 43%; 2013: 25%, p<0.001), with larger decreases found among smokers (interaction p<0.001). Packs were rated less positively and more negatively in 2013 than in 2011 (p<0.001). The decrease in positive image ratings was greater among smokers.

Conclusions
The introduction of standardised packaging has reduced the appeal of cigarette packs. Further research could determine if continued exposure to standardised packs creates more uncertainty or disagreement regarding brand differences in ease of smoking and quitting, perceived addictiveness and harms.
Language eng
DOI 10.1136/tobaccocontrol-2014-052084
Field of Research 111799 Public Health and Health Services not elsewhere classified
MD Multidisciplinary
Socio Economic Objective 970111 Expanding Knowledge in the Medical and Health Sciences
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2015, The Authors
Free to Read? Yes
Use Rights Creative Commons Attribution non-commercial licence
Persistent URL http://hdl.handle.net/10536/DRO/DU:30093880

Document type: Journal Article
Collections: School of Psychology
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.