We all know plain packaging is incredibly unappealing to look at, but statistics are consistently showing that it is also completely useless – and may even have effects that go against its intended outcome of reducing smoking.
First, some background. Since December 2012, all companies selling tobacco products in Australia have been required to remove any branding or logos on packaging under the Tobacco Plain Packaging Act 2011. This has meant that all products from all brands have same appearance – drab dark brown (or Pantone 448 C, “the ugliest colour in the world”). The drab packaging compliments enlarged pictures of a child dying from cancer, somebody’s rotten teeth, a gangrenous foot, or some other visceral and confronting medical image designed to scare people into giving up the habit.
Australia was the first country to implement standardised tobacco packaging laws, and has inspired at least 15 other countries … Read the rest