Cigarette packs will deprive the brand
Last reviewed: 23.04.2024
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In Australia, recently passed a law that prohibits the placement of logos on cigarette packs. Now, on the Green Continent, tobacco manufacturers are obliged to put them in clean bundles, without graphic elements.
In some other countries also thought about the adoption of such a law, but the process is not the fastest pace. Perhaps the legislators will be convinced by a recent study, the results of which are published in the journal BMC Public Health. According to this research, simple clean packs reduce the attractiveness of cigarettes. The scientists found this out with the help of Brazilian women who participated in the study.
According to statistics, smoking annually causes 5.4 million deaths worldwide and is the first cause of premature deaths. Like many other countries, almost all forms of cigarette advertising are banned in Brazil, but the local authorities have not yet become interested in marketing promotion of tobacco products through packaging.
Researchers have suggested that many brands specifically target a target group of potential consumers of their products to young girls and use "women's" multicolored packs, fruit flavors and terms "slim" or "superslim".
Scientists from Canada, the United States and Brazil have jointly conducted a study on the example of 640 young Brazilian women. The researchers set a goal to determine whether "female" cigarettes would be as attractive to girls as if they were placed in a simple pack, while retaining the brand name and description of the product.
Women were offered to choose a pack of cigarettes, which they could get free of charge. They were given simple packs and brand names to choose from.
Dr. David Hammond from the University of Waterloo, Canada, who led the project, described the results of the experiment: "Women who participated in the study considered brand packs more attractive, stylish and sophisticated than simple ones. They also thought that cigarettes in branded packs would be easier and more pleasant to the taste. If, however, all the descriptions were removed from the packs, besides the brand name, the interest of women in such a product decreased even more significantly. According to the results of the experiment, it was found that women three times more often chose brand packs as a free gift. "
The results of this study coincide with previous studies in other countries, according to which simple packs make cigarettes less attractive for young people.
"The results of our study suggest that simple packaging and deletion of brand descriptions can reduce the attractiveness of smoking for teenagers and young people," concluded researcher Christine White of the University of Waterloo.
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