Impact of Australia's introduction of tobacco plain packs on adult smokers' pack-related perceptions and responses: results from a continuous tracking survey
Date
2014
Authors
Dunlop, S. M.
Dobbins, Timothy
Young, J. M.
Perez, D.
Currow, D. C.
Journal Title
Journal ISSN
Volume Title
Publisher
BMJ Publishing Group
Abstract
OBJECTIVES To investigate the impact of Australia's plain tobacco packaging policy on two stated purposes of the legislation--increasing the impact of health warnings and decreasing the promotional appeal of packaging--among adult smokers. DESIGN Serial cross-sectional study with weekly telephone surveys (April 2006-May 2013). Interrupted time-series analyses using ARIMA modelling and linear regression models were used to investigate intervention effects. PARTICIPANTS 15,745 adult smokers (aged 18 years and above) in New South Wales (NSW), Australia. Random selection of participants involved recruiting households using random digit dialling and selecting the nth oldest smoker for interview. INTERVENTION The introduction of the legislation on 1 October 2012. OUTCOMES Salience of tobacco pack health warnings, cognitive and emotional responses to warnings, avoidance of warnings, perceptions regarding one's cigarette pack. RESULTS Adjusting for background trends, seasonality, antismoking advertising activity and cigarette costliness, results from ARIMA modelling showed that, 2-3 months after the introduction of the new packs, there was a significant increase in the absolute proportion of smokers having strong cognitive (9.8% increase, p=0.005), emotional (8.6% increase, p=0.01) and avoidant (9.8% increase, p=0.0005) responses to on-pack health warnings. Similarly, there was a significant increase in the proportion of smokers strongly disagreeing that the look of their cigarette pack is attractive (57.5% increase, p<0.0001), says something good about them (54.5% increase, p<0.0001), influences the brand they buy (40.6% increase, p<0.0001), makes their pack stand out (55.6% increase, p<0.0001), is fashionable (44.7% increase, p<0.0001) and matches their style (48.1% increase, p<0.0001). Changes in these outcomes were maintained 6 months postintervention. CONCLUSIONS The introductory effects of the plain packaging legislation among adult smokers are consistent with the specific objectives of the legislation in regard to reducing promotional appeal and increasing effectiveness of health warnings.
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Keywords
preventive medicine, public health, adolescent, adult, cognition, cross-sectional studies, data collection, emotions, female, humans, interrupted time series analysis, linear models, male, middle aged, new south wales, perception, product labeling, product packaging, smoking, smoking cessation, tobacco, tobacco industry, attitude to health, consumer behavior, tobacco products
Citation
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Source
BMJ Open
Type
Journal article