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Plain packaging alters smokers’ sensation on smoking and motivates to quit
Cancer Council Victoria of Australia published a study about plain packaging in the British Medical Journal, which is the first formal study confirmed plain packaging (i.e. standardized pack with larger health warnings) could trigger negative feelings toward cigarettes and the thought to quit.

The study was based upon research conducted in November 2012, during a transition period when branded cigarette packs were still available for sale alongside plain packs. The study inquired the attitudes and opinions of 536 smokers in the state of Victoria. It compared the results of the smokers used cigarettes in plain packs (72.3%) with those used branded packs (27.7%).

The study found that smokers who used plain packs were more likely than the smokers who used branded packs to have negative feeling toward their cigarettes, i.e. 66% more likely to think of poorer cigarette quality and 70% more likely to have less satisfaction on smoking than 1 year ago. In addition, those used plain packs were 81% more likely to have thought about quitting at least once a day. They were more likely to rate quitting as a higher priority in their lives.

Peter Baldini, Chief Executive Officer of World Lung Foundation, welcomed the findings of the study. He claimed that the study proved the impact of plain packaging on smoker’s feeling toward their cigarettes and suggested governments should take this study and enact plain packaging legislation.

To eliminate the marketing effects of the cigarette packs and to motivate smokers to quit, Hong Kong government should proactively consider promoting and implementing plain packaging of cigarette products.

Source: World Lung Foundation
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