Research shows that although cigarette packaging policies have primarily focused on health warnings, there is growing recognition of the importance of packaging as a marketing tool for the tobacco industry.
The paper reviews evidence of the potential impact of standardising the colour and design of tobacco packages, called plain packaging.
The evidence indicates three primary benefits of plain packaging: increasing the effectiveness of health warnings, reducing false health beliefs about cigarettes, and reducing brand appeal especially among young adults.
The research suggests that plain packaging regulations will be an effective tobacco control measure.
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