Standardized or “plain” packaging policies

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. To date, dozens of other countries have implemented plain packaging regulations for tobacco products.

We have conducted a range of studies examining plain packaging, including experiments in a range of countries to examine how consumers and youth perceive packaging branding, and how plain packaging can alter consumer perceptions and behaviour.