Smokers' Perceptions of Plain Packaging: 2016 and 2017 Surveys
Santé publique France has released its 2016 and 2017 surveys on smokers’ perceptions of cigarette packaging before and after the introduction of plain packaging. The results confirm that plain packaging is less appealing to smokers overall.
Recommended by the World Health Organization (WHO) since 2008, plain packaging¹ of tobacco products became mandatory in France for packs sold starting January 1, 2017. This measure was accompanied by an enlargement of the health warnings.
In France, what is the impact of this new packaging on smokers’ perceptions of their tobacco packs?
The Santé publique France Barometer (2016 and 2017 editions) provides insights into this question by comparing smokers’ perceptions before the introduction of the new packaging (2016) and after (2017). To do this, two indicators were used: whether smokers like the appearance of the pack they usually buy, and how embarrassed they feel about taking out their pack because of its appearance.
Here are some of the most important findings from the study:
the proportion of smokers who say they like the appearance of their cigarette pack fell to one-third in 2017 (16%) compared to 2016 (53%);
the number of smokers who feel embarrassed to take out their pack in public because of its appearance was twice as high in 2017 (12%) as in 2016 (6%);
Appreciation of the pack has declined particularly among 18- to 24-year-olds.
In summary, the new packaging of tobacco products has impacted smokers’ perception of their cigarette packs and has likely contributed, within a particularly strong anti-smoking context, to further denormalizing tobacco products in France.
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1 The package is standardized, featuring a solid color (dark green), the brand name is written in a standard font, and the size of the health warnings has been increased from 35% to 65% of the package’s surface area.
