1. 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

2. Toxic products…

3. Tobacco products…
…ARE TOXIC:
(Europe)
5 millions (world)

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

5. 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

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

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

8. 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

9. 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)

10. 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)

11. 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)

12. 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)

13. 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)

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

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