Bland packaging a way to cut the appeal of cigarettes

We may not judge a book by its cover, but we appear to judge a cigarette by its packaging, an insight that could help cut smoking rates. According to a new study of 640 young women in Brazil, placing cigarettes in plain packages may be a way to cut down on their appeal.

 The study, published in BMC Public Health, asked women to compare the appeal of brand cigarettes with those placed in generic packaging. In one part of the study, the women were asked to choose whether they would like to be given the gift of a brand pack of cigarettes or a pack in plain packaging. Three times more chose the branded pack.

 "The women in this study rated branded packs as more appealing, more stylish and sophisticated than the plain packs," said David Hammond, a University of Waterloo researcher and the study's leader. "They also thought that cigarettes in branded packs would be better tasting and smoother. Removal of all description from the packs, leaving only the brand, further reduced their appeal." Australia recently passed a law making plain packaging mandatory for cigarettes.