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Review the literature and evidence for or against the effectiveness of packaging as an important part of tobacco promotion. With special reference to Australia - Essay Example

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This can partly be attributed to increased restrictions upon the conventional ways of advertisement and promotion of tobacco in Australia. Increased restrictions have also made…
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Review the literature and evidence for or against the effectiveness of packaging as an important part of tobacco promotion. With special reference to Australia
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Extract of sample "Review the literature and evidence for or against the effectiveness of packaging as an important part of tobacco promotion. With special reference to Australia"

Evidence for the effectiveness of packaging as an important part of tobacco promotion in Australia The importance of cigarette packaging as a marketing tool has increased over the years in Australia. This can partly be attributed to increased restrictions upon the conventional ways of advertisement and promotion of tobacco in Australia. Increased restrictions have also made the packaging of cigarettes a means of communication of the brand image and brand quality to the smokers. Reforms in the promotion of the tobacco products through packaging are necessary to decrease the high mortality rate because of smoking in Australia. “Packaging, individual cigarettes or other tobacco products should carry no advertising or promotion, including design features that make products attractive” (Voon, Mitchell, and Liberman, 2012, p. 38).
White, Webster, and Wakefield (2008) investigated the impact of introducing the graphic warning labels of health on the adolescents and found that the established and experimental adolescent smokers were more likely to consider quitting smoking. The researchers also found lower intentions of smoking among students that discussed the new labels of warning with one another. The use of stronger warning labels on the packaging of cigarettes in Australia led to an increase in the population of people that reported that the warning had always caught their attention by 29 per cent (Borland, 1997).
The packaging of cigarettes has a significant impact on the tendency of people to smoke. According to the results of a survey that was carried out to investigate the transaction times of tobacco in 100 different suburban retail outlets in Perth before and after plain packaging of cigarettes found that the transaction times of most retailers were reduced because of plain packaging, that suggests increased sales of cigarettes (BMJ, 2013). This is why “[p]ackaging has been used for many years to generate evocative images such as luxury, freedom, glamour, status and masculinity and femininity” (World Heart Federation, n.d., p. 5).
Graphic warnings on the packaging of cigarettes in Australia include information on the potential ways of quitting smoking like website addresses and quitline numbers. Use of this strategy has been found to be effective in encouraging the smokers to quit smoking (tobaccofreekids.org, n.d., p. 4). This can be estimated from the fact that after the pictorial labels were introduced with the quitline information on the packaging of cigarettes in Australia in the year 2006, a two-fold increase in the rate of callers of quitline was noticed in comparison to the two preceding years (Miller et al., 2009). A substantial increase in the calls to the service of quitline in Australia was noticed which led Miller et al (2009) to the conclusion that the new graphic cigarette packaging containing the quitline number had proven effective.
The display of warning signals and pictures on the packaging of cigarettes serves as a demotivator which might be the reason why it is generally appreciated by the people. A research involving 3000 Victorian adults in the year 2006 led to the conclusion that more than 50 per cent of the non-smokers, former smokers, and current smokers supported plain packaging (Cancer Council NSW, 2011).
References:
BMJ. (2013). Plain packaging for cigarettes improves retail transaction times. Retrieved from
http://www.bmj.com/content/346/bmj.f1063.full.
Borland, R. (1997, Nov.). Tobacco health warnings and smoking-related cognitions and
behaviours. Addiction. 92(11): 1427-35.
Cancer Council NSW. (2011). Plain packaging of tobacco products. Retrieved from
http://gp.cancercouncil.com.au/plain-packaging-of-tobacco-products/.
Miller, C. L., et al. (2009). Impact on the Australian Quitline of new graphic cigarette pack
warnings including the Quitline number. Tobacco Control. 18(3): 235-237.
tobaccofreekids.org. (n.d.). Tobacco warning labels: evidence of
effectiveness. Retrieved from http://www.tobaccofreekids.org/research/factsheets/pdf/0325.pdf.
Voon, T., Mitchell, A. D., and Liberman, J. (2012). Public Health and Plain Packaging of
Cigarettes: Legal Issues. USA: Edward Elgar Publishing, Inc.
World Heart Federation. (n.d.). POSITION STATEMENT: Plain packaging of tobacco products.
Retrieved from http://www.world-heart-federation.org/fileadmin/user_upload/documents/Tobacco/Singapore_Workshop_2012/Resources/Position_Statement_-_Aus_Heart_Foundation.pdf.
White, V., Webster, B., and Wakefield, M. (2008). Do graphic health warning labels have an
impact on adolescents smoking-related beliefs and behaviours? Addiction. 103(9): 1562-1571. Read More
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