Young Adult Smokers Dissuaded by Big Graphic Warnings, Plain Packaging

Smokers ages 18 to 30 could be convinced to give up cigarettes if branding information on cigarette packaging got smaller and graphic health warnings got larger, according to a new study from researchers in New Zealand.

The New Zealand Herald reported Oct. 29 on a survey of 292 young adult smokers who were asked to rate their preferences regarding a series of packaging options shown to them. Responses indicated that while packages emphasizing branding were preferred even when half of the space on the package was devoted to a health warning, smokers were much less likely to prefer packaging when the health warning covered 75 percent of the space.

“Plain cigarette packs featuring large graphic health warnings are significantly more likely to promote smoking cessation than the heavily branded packs that are still the status quo,” said lead researcher Janet Hoek, professor in the Department of Marketing at Otago University.

The research comes at a time when a report from a select committee inquiry on tobacco soon will be presented to New Zealand’s Parliament. In addition, neighboring Australia is exploring possible legislation that would require cigarette companies to use plain packaging with more prominent health warnings by 2012.

Study results were published online Oct. 21 in the journal Tobacco Control.