January 12 th, 2011 Brussels French studies on tobacco plain packaging Dr Karine Gallopel-Morvan, Ph. D University of Rennes 1, France 1
Toxic products… 2
Tobacco products… …ARE TOXIC: ¡ 500 000 (Europe) ¡ 5 millions (world) 3
Plain packaging (& visual warnings), an opportunity to break the impact of packaging Camel 20 cigarettes Marlboro 20 cigarettes Article 11 4
French research aim To assess the impact of : - Plain packaging vs current packaging Pictorial vs textual warnings …on attractiveness of the pack and smoking intentions 5
1 - Qualitative research – 6 focus groups 50 people (smokers & non smokers) familiar brand object l reminds Marlboro advertising in general l attractive color (red) l… l 6
not attractive, dull, sad, cold l evoke death, ash, smoke l look like a toxic product l don’t want to touch it & to buy it l… l 7
2 - Quantitative study (905 people) Marlboro pack Grey plain pack 151 individuals 149 individuals 150 individuals 153 individuals 151 individuals White plain pack Textual warnings Textual + pictorial warnings 8
Effect of pack design & warnings on the attractiveness of the pack (stylish, fashion accessory, beautiful) Pack effect: F=73. 71; p<. 001 Warning effect: F=43. 92 ; p<. 001 Mean (out of 5) text and pictorial 9
Effect of pack design & warnings on motivation to purchase the pack Pack effect: F=44. 94 ; p<. 001 Warning effect: F=16. 56 ; p<. 001 Mean (out of 5) text and pictorial 10
Effect of pack design & warnings for convincing non smokers not to start smoking (non smokers only) Pack effect: F=9. 6 p=. 002 Mean (out of 5) text and pictorial 11
Effect of pack design & warnings for convincing smokers to quit smoking (smokers only) Warning effect: F=34. 87 ; p<. 001 Mean (out of 5) text and pictorial 12
Effect of pack design & warnings on the desire to take a cigarette from the pack (smokers only) Pack effect: F=17. 26 ; p<. 001 Warning effect: F=28. 85 ; p<. 001 Mean (out of 5) text and pictorial 13
¡ In l l summary: Tobacco packaging is a powerful advertising tool Plain packaging (& pictorial warnings) can undermine this advertising function 14
THANK YOU FOR LISTENING. karine. gallopel@univ-rennes 1. fr Acknowlegments INCa / MILDT / INSERM (funding 06/2 D 07080192 -3/LL-LC) 15
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