Most smokers regret the habit of smoking and believe plain cigarette packets would be an incentive to quit — new University of Cape Town (UCT) research suggests.
According to the findings from a doctoral thesis by Nicole Vellios that investigated quitting behaviour in SA, plain packaging, where manufacturers can only print on a dull background and present the brand name in a standard size, font and position on the pack, would effectively reduce people’s demand for cigarettes.
While most study participants know about the dangers of smoking, this doesn’t make quitting any easier. During the research the majority of smokers indicated they are likely to quit if the price of cigarettes goes beyond a certain threshold or if plain packaging is introduced.
The study comes as SA gears itself for pro-health legislation that could see the introduction of plain packaging and graphic health warnings, such as images of diseased gums and lungs on cigarette packets.
The approval of the long-awaited Tobacco Products and Electronic Delivery Systems Control bill by cabinet in October also brings the regulation of e-cigarettes and other heated tobacco products such as vaping devices one step closer.
Under the new law, cigarette sales via vending machines will be banned and the sponsorships by the tobacco industry considered illegal. The design of tobacco packaging, including the standardised colour of cigarette packets, will be decided by the government.
Plain packaging is known to discourage non-smokers from initiating smoking while encouraging smokers to quit.
— Dr Catherine Egbe, specialist scientist
The latest study has been applauded by Sharon Nyatsanza, the deputy director at the National Council Against Smoking.
“The study confirms findings from all over the world that plain packaging is much more effective than simple health text warnings. It also supports the proposed provisions in the Tobacco Products and Electronic Delivery Systems Control bill, which will introduce plain packaging.”
She said this will see SA join many other countries such as Ethiopia, Australia, Canada, the UK, France, Ireland, Israel and New Zealand, who have already adopted plain packaging.
In December 2012 Australia became the first country to mandate plain packaging on all tobacco products. Since then another 21 countries have implemented plain packaging.
“Local and global evidence from pre- and post-implementation shows that plain packaging measures are effective in the fight against the tobacco epidemic. People respond more to pictorial warning labels than to word warnings. People are more likely to notice and read the health warnings closely, and they are more likely to think about the risks of smoking and think of quitting,” said Nyatsanza.
Vellios, an economics PhD graduate from the research unit on the Economics of Excisable Products at UCT, said her research provides locally generated data “that indicates that plain packaging is effective in reducing the demand for cigarettes”.
“Plain packaging was one of three chapters that considered different aspects regarding smoking cessation. The other two chapters looked at the determinants of smoking cessation and illicit trade.”
The plain packaging research found smokers preferred not to buy plain packs, and non-smokers preferred not to try plain packs. Cigarettes from plain packs are perceived to be less desirable than branded packs, thus providing less utility. It also found smokers and non-smokers perceived plain packs to pose the most significant health risk.
“This research is important from a public health policy perspective, because it demonstrates that plain packaging is effective in discouraging people to smoke,” said Vellios.
Data was collected in 2021 from 1,400 UCT students. Smokers and non-smokers participated in the survey. They were shown several packs at the same time and were required to make trade-offs to reach a decision. From the data that was collected, it was possible to determine people’s preferences.
Vellios said: “Given that SA has 11 official languages and a high level of illiteracy, graphic health warnings will be more effective in communicating the risks of smoking. The existing ban on the sale of single cigarettes should be enforced to ensure smokers and non-smokers see the health warnings on plain packs. By printing warnings on individual sticks, smokers who buy single sticks will at least see a written health warning.”
Dr Catherine Egbe, a specialist scientist at the MRC’s alcohol, tobacco and other drug research unit, said: “Plain packaging is known to discourage non-smokers from initiating smoking while encouraging smokers to quit. In Australia, which is the first country where plain packages were legalised, findings show that this legislation worked.”
