Dr Karine Gallopel-Morvan, PhD University of Rennes 1, France

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Presentation transcript:

Dr Karine Gallopel-Morvan, PhD University of Rennes 1, France January 12th, 2011 Brussels French studies on tobacco plain packaging Dr Karine Gallopel-Morvan, PhD University of Rennes 1, France

Toxic products…

Tobacco products… …ARE TOXIC: 500 000 (Europe) 5 millions (world)

Plain packaging (& visual warnings), an opportunity to break the impact of packaging Camel 20 cigarettes Marlboro 20 cigarettes Article 11

French research aim To assess the impact of : Plain packaging vs current packaging Pictorial vs textual warnings …on attractiveness of the pack and smoking intentions

1- Qualitative research – 6 focus groups 50 people (smokers & non smokers) familiar brand and object reminds Marlboro advertising in general attractive color (red) …

not attractive, dull, sad, cold evoke death, ash, smoke look like a toxic product don’t want to touch it & to buy it …

2- Quantitative study (905 people) Marlboro pack Grey plain pack White plain pack Textual warnings 151 individuals 149 individuals 150 individuals Textual + pictorial warnings We used real pack that was made by a professional. We inserted cigarettes in all tested packs. 153 individuals 151 individuals 151 individuals

Effect of pack design & warnings on the attractiveness of the pack (stylish, fashion accessory, beautiful) Pack effect: F=73.71; p<.001 Warning effect: F=43.92 ; p<.001 text text and pictorial Mean (out of 5)

Effect of pack design & warnings on motivation to purchase the pack Pack effect: F=44.94 ; p<.001 Warning effect: F=16.56 ; p<.001 text text and pictorial Mean (out of 5)

Effect of pack design & warnings for convincing non smokers not to start smoking (non smokers only) Pack effect: F=9.6 p=.002 text text and pictorial Mean (out of 5)

Effect of pack design & warnings for convincing smokers to quit smoking (smokers only) Warning effect: F=34.87 ; p<.001 text text and pictorial Mean (out of 5)

Effect of pack design & warnings on the desire to take a cigarette from the pack (smokers only) Pack effect: F=17.26 ; p<.001 Warning effect: F=28.85 ; p<.001 text text and pictorial Mean (out of 5)

In summary: Tobacco packaging is a powerful advertising tool Plain packaging (& pictorial warnings) can undermine this advertising function

THANK YOU FOR LISTENING. karine.gallopel@univ-rennes1.fr Acknowlegments INCa / MILDT / INSERM (funding 06/2D07080192-3/LL-LC)