Health warnings and plain packaging

Transcription

1 Health warnings and plain packaging Evidence David Hammond PhD 25 February 13 1

2 Disclosure Expert Advisory Group on Plain Packaging, n Government Expert Witness on behalf of the Commonwealth of in plain packaging litigation. Consultant/Paid Speaker/Advisory Committees o Health o European Commission o Centers for Disease Control & Prevention Litigation o Expert Department of Health, Point of sale legal challenge o Government of, health care cost recovery litigation o Craft vs. Philip Morris A 2

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10 Our final communication vehicle with our smoker is the pack itself. In the absence of any other marketing messages, our packaging...is the sole communicator of our brand essence. Fifth M. Hullit level Philip Morris, 1994 Source: Hulit M. Marketing issues corporate affairs conference May 27, 1994 Manila. Richmond, Virginia: Philip Morris, Bates No /542 (accessed May 15, 8).

11 Plain packaging 11

12 Regulation Plain packaging August 15, 12 n Court Strikes Down Tobacco Challenge 12

13 Evidence 13

14 Packaging influences consumer behaviour. 14 : Moodie C, Hastings GB. International Journal of Mental Health and Addiction; 9.

15 Plain packaging will reduce perceived quality and appeal of brands. 15

16 Plain packaging reduces false health beliefs. 16

17 Youth smoking? Plain packaging will only affect brand switching among current smokers but will have no impact on smoking among youth. Not plausible. 17

18 Plain packaging reduces product appeal among youth. 18

19 Positive associations & targetting Someone who chooses to smoke this brand is more likely to be female 83% 3% Source: Doxey J, Hammond D. Tobacco Control; 11;. 19

20 Behavioural evidence Youth less likely to accept an offer of plain vs. branded cigarettes. I do not want a pack of cigarettes Source: Hammond D, White CM, Daniel S; 12.

21 Plain packaging has a very high likelihood of reducing smoking among young people. 21

22 Population-level impact & reach 22

23 Lower prices? Plain packaging. will lead to an increase in lowpriced cigarettes. These consequences could actually lead to an increased consumption of tobacco products. Philip Morris International Source:

24 Contraband tobacco? the introduction of generic packaging will stimulate both the demand and supply of illicit trade Philip Morris International ttp://

25 Standardized pack size 25

26 Standardized size Tobacco company research Slim packs more likely to be perceived as light and mild. Particularly appealing to young women. Source: 26 Kotnowski & Hammond, 12. The impact of cigarette pack shape, size and opening: Evidence from tobacco company documents. Under review.

27 Standardized size Philip Morris New products innovation group Second 29 Nov 1986 level Target: females Product: Slims, s 27 otnowski & Hammond, 12. The impact of cigarette pack shape, size and opening: vidence from tobacco company documents.

28 Standardized size 28

29 Standardized size Image Image Health A A warning Image Image B has B more impact No Difference 2% 75% 23% Source: Hammond et al The perceptions of youth of branded and plain standardized cigarette packaging. Under Review. 29

30 Health warnings

31 Health warnings reach non-smokers. 43% of never-smokers in the say that the health warnings have persuaded them not to start smoking. approximately 6% of non-smokers could recall a specific warning on packs. Source: European Commission. Eurobarometer: Survey on Tobacco (Analytical Report). March, 9 31

32 EU countries fall below international standards. Source: Environics Research Group. The Health effects of tobacco and health warning messages on cigarette packages Survey of youth: Wave 12 surveys. Prepared for Health ; January, 7. 32

33 Countries with pictorial warnings 33

34 Health warnings reach young people. more than 9% of Canadian youth agreed that picture warnings provide information about the health effects and make smoking seem less attractive. Source: Environics Research Group. The Health effects of tobacco and health warning messages on cigarette packages Survey of youth: Wave 12 surveys. Prepared for Health ; January, 7. 34

35 Size 82% 8% Uruguay 75% 65% Madagascar 65% Mauritius 65% Mexico 6% Philippines 6% New Zealand 6% Cook Islands 56% Belgium Source: Cigarette health warnings: International status report. Canadian Cancer Society. October

36 Position Source: Cigarette health warnings: International status report. Canadian Cancer Society. October

37 Front vs. Back 37

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39 Content must be refreshed

40 Content 4

41 Credibility 87% recall seeing the warning. Most believable warning. 29% talked with others about the warning. Source: Thrasher et al., 13. Building the evidence for an effective and sustainable cigarette warning label policy study: Preliminary findings. 41

42 Message Content 42

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44 Message Content ~1,5 and 4, callers Fourth / month level 44 Source: Dept. of Health. Consultation on the Introduction of Picture Warnings on Tobacco Packs. May, 6.

45 Pictorial warnings & prevalence...graphic warnings had a statistically significant effect on smoking prevalence and quit attempts. 45

46 Pictorial warnings and plain packaging are complimentary. 46

47 Summary Plain packaging is an extension of advertising and marketing restrictions. Reductions in smoking behaviour highly likely. Standardizing the size/shape reduces false beliefs and increases warning efficacy. Health warnings must be revised to maintain or enhance impact.

48 Summary 48

49 Thank you. David Hammond PhD School of Public Health & Health Systems University of Waterloo Tel ext Web