Impact of plain packaging of cigarettes on the risk perception of Uruguayan smokers: an experimental study. Issue 5 (8th September 2017)

• Record Type: Journal Article
• Authors: Harris, Jeffrey E; Ares, Gastón; Gerstenblüth, Mariana; Machin, Leandro; Triunfo, Patricia
• Is Part Of: Tobacco control. Volume 27:Issue 5(2018)
• Page Start: 513
• Page End: 518
• Publication Date: 2017-09-08
• Subjects: Cigarettes -- plain packaging -- choice-based conjoint analysis -- health warnings -- risk perception -- Uruguay; Tobacco use -- Prevention -- Periodicals; Tobacco use -- Periodicals; Smoking -- Law and legislation -- Periodicals; Smoking -- prevention & control -- Periodicals; Tobacco Use Disorder -- prevention & control -- Periodicals; Tobacco -- Periodicals; Electronic journals; 613.85
• DOI: 10.1136/tobaccocontrol-2017-053639
• Languages: English
• ISSNs: 0964-4563

Abstract

Abstract : Background: Uruguay, a South American country of 3.4 million inhabitants that has already banned tobacco advertising, prohibited such terms as light, mild and low-tar and required graphic warnings covering 80% of cigarette packs, is considering the imposition of plain, standardised packaging. Methods: We conducted an experimental choice-based conjoint analysis of the impact of alternative cigarette package designs on the risk perceptions of 180 adult current Uruguayan smokers. We compared plain packaging, with a standardised brand description and the dark brown background colour required on Australian cigarette packages, to two controls: the current package design with distinctive brand elements and colours; and a modified package design, with distinctive brand elements and the dark brown background colour. Graphic warnings were also varied. Results: Plain packaging significantly reduced the probability of perceiving the stimulus cigarettes as less harmful in comparison to the current package design (OR 0.398, 95% CI 0.333 to 0.476, p<0.001) and the modified package design (OR 0.729, 95% CI 0.626 to 0.849, p<0.001). Conclusions: Plain packaging enhanced the perceived risk of cigarette products even in a highly regulated setting such as Uruguay. Both the elimination of distinctive brand elements and the use of Australia's dark brown background colour contributed to the observed effect.