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Showing posts from July, 2014

Unintended Consequences: Why Plain Packaging for Cigarettes Didn't Work

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Plain packaging for cigarettes is widely seen as a way to reduce the number of people smoking, but the notion that selling cigarettes in uniform, logo-free dull-green packages covered in health warnings will deter smokers fails to take into account both human nature and the way brands work. I wrote about this two years ago in Why Plain Packaging for Cigarettes is Unlikely to Work but in a way I was wrong. Not only did it not deter smokers it actually had the opposite effect, but for reasons that nobody seems to have predicted.
Advocates of plain packaging believe that smokers and aspiring smokers will be repelled by unattractive plain packages.  This doesn't happen.  Nobody smokes because the packages are cool; people start smoking because they believe that smoking is cool and they continue because they are addicted. Existing legislation also ensures that people are not going to pick up a packet of cigarettes from a supermarket shelf because it looks stylish; they ask for a brand t…