*January 12th, 2011Brussels

French studies on tobacco plain packaging

Dr Karine Gallopel-Morvan, PhD University of Rennes 1, France

*Toxic products

*Tobacco products

ARE TOXIC:500 000 (Europe)5 millions (world)

*Plain packaging (& visual warnings), an opportunity to break the impact of packaging Camel20 cigarettes

Article 11Marlboro20 cigarettes

*French research aimTo assess the impact of :

Plain packaging vs current packagingPictorial vs textual warnings

on attractiveness of the pack and smoking intentions

*1- Qualitative research 6 focus groups50 people (smokers & non smokers)familiar brand and objectreminds Marlboro advertising in general attractive color (red)

*

not attractive, dull, sad, cold evoke death, ash, smokelook like a toxic productdont want to touch it & to buy it

*Marlboro packGrey plain packWhite plain pack

Textual+pictorial

warnings

151 individuals149 individuals150 individuals153 individuals151 individuals151 individuals

Textual

warnings

2- Quantitative study (905 people)

*Mean (out of 5)Pack effect: F=73.71; p

*Effect of pack design & warnings on motivation to purchase the packMean (out of 5)Pack effect: F=44.94 ; p

*Effect of pack design & warnings for convincing non smokersnot to start smoking (non smokers only) Pack effect: F=9.6 p=.002Mean (out of 5)text text and pictorial

*Effect of pack design & warnings for convincing smokers to quit smoking (smokers only)Warning effect: F=34.87 ; p

*Effect of pack design & warnings on the desire to take a cigarette from the pack (smokers only)Pack effect: F=17.26 ; p

*In summary:

Tobacco packaging is a powerful advertising tool

Plain packaging (& pictorial warnings) can undermine this advertising function

*THANK YOU FOR LISTENING.

karine.gallopel@univ-rennes1.frAcknowlegmentsINCa / MILDT / INSERM (funding 06/2D07080192-3/LL-LC)

*We used real pack that was made by a professional. We inserted cigarettes in all tested packs.