Standardized or “plain” packaging studies

In December 2012, Australia became the first country in the world to implement standardized or “plain” packaging regulations. Plain packaging bans the use of logos, colours, brand images and promotional information on tobacco packaging. Under plain packaging regulations, the colour of the pack is uniform across different brands and varieties. Regulations may also standardize the size and shape of packages.

Plain packaging regulations are recommended under the World Health Organization’s Framework Convention on Tobacco Control (FCTC) elaborated guidelines. In the European Union, the revised Tobacco Product Directive does not require plain packaging, but allows Member States to introduce these measures. Several countries, including Ireland, France, and the UK are actively considering plain packaging regulations.


Plain packaging review
A review of evidence on plain packaging was commissioned and prepared on behalf of the Irish Department of Health.
Read the report→


Research studies on plain packaging 
We have completed a range of studies examining plain packaging, including experimental studies in a range of countries to examine how consumers and youth perceive packaging branding and how plain packaging may alter consumer perceptions and behaviour.
Click here to view a full list of plain packaging studies→

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