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Study Shows Plain Packets, Big Warnings Discourage Smoking

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Fuseworks Media
Fuseworks Media
Study Shows Plain Packets, Big Warnings Discourage Smoking

Wellington, Oct 29 NZPA - Plain packaging and bigger health warnings may be the key to convincing people to give up smoking, according to new research from the University of Otago.

The study, which involved a survey of 292 smokers aged between 18 and 30, showed people were more likely to consider giving up cigarettes if branding on the front of packets was greatly reduced and graphic health warnings were significantly increased in size.

Department of Marketing professor Janet Hoek, who led the research, said the results were consistent with other international studies that indicated brand imagery reassured young smokers and could over-ride health messages.

"Our findings provide strong evidence that branding should be reduced and graphic health warnings should be increased so they cover at least 75 percent of the front-of-pack surface. Where branding is larger than health warnings, the dissuasive effect of the latter is diminished," she said.

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