Do larger pictorial health warnings diminish the need for plain packaging of cigarettes?

Abstract

Aims To assess the effects on brand appeal of plain packaging and size of pictorial health warnings (PHWs). Design Three (30%, 70% and 100% size front-of-pack PHWs) by two (branded versus plain) between-subjects online experiment. Setting Australia. Participants A total of 1203 adult smokers. Measurements Rating of cigarette brands, smoking attitudes and intentions, purchase intent. Findings Compared to branded packs, plain packs reduced smokers' ratings of 'positive pack characteristics' (P<0.001), 'positive smoker characteristics' (P<0.001) and 'positive taste characteristics' (P=0.039). Plain packs were rated as being smoked by people who were more 'boring' than those who smoked branded p..