Plain packs less effective at prompting cigarette purchase

Plain tobacco packaging may reduce the likelihood of smokers seeking to obtain cigarettes by almost 10% compared to branded packs, according to research from the UK Universities of Exeter and Bristol. The findings come amidst debate over whether a law introducing plain cigarette packaging in England and Wales could come into force in 2016. In the experiments, smokers had to choose between pressing a key that might earn cigarettes or a key that might earn chocolate. Just before their choice, they were presented with either a picture of a branded cigarette pack or a plain pack, or nothing. An article about the research is published in Addiction (News Release University of Exeter, 10 February 2015).
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