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Release Date: Thursday 10 April,
2003
CALL FOR RESTRICTIONS ON CIGARETTE PACK DESIGN
A leading Australian researcher has called for
greater regulation of the design of cigarette
packets and discussion on the placement of cigarette
packs 'under the counter' at a national conference
on smoking in Melbourne.
Speaking at the 2nd Australian Tobacco Control Conference in Melbourne today,
Dr Melanie Wakefield, who is Director of The Cancer Council Victoria's Centre
for Behavioural Research in Cancer, said research shows tobacco companies are
placing increasing importance on the design of cigarette packets.
"
It's particularly important to consider the appeal of cigarette packs
to young people as cigarette brands have the highest customer loyalty of all
consumer
products. Less than 10% of smokers change brands each year, so there's a high
likelihood that a smoker will stick with the brand they choose when they first
started smoking."
Dr Wakefield told the conference today that as other advertising restrictions
increase, packaging has become more important in communicating brand image.
"
The design of cigarette packs is important in helping them stand out at
the point of sale," she said.
" Cigarette packets are different from other types of consumer product packaging,
because they're kept by smokers after the pack is opened, and constantly being
taking out and displayed. This effectively makes smokers walking billboards."
"
Cigarette packs are an important part of a brand image, and as a part
of a smoker's 'clothing', they make a statement about the smoker."
Dr Wakefield said internal documents show that the tobacco industry puts considerable
effort into pack designs to appeal to young people and women specifically.
She also says packs have been used to influence smokers' perceptions about taste
and strength.
"Pack design is intended to mislead smokers, implying cigarettes are safer."
"
Tobacco companies cannot reasonably claim that they are unaware of consumer perceptions
associated with particular packaging features, or that these were unintentional."
"
This indicates that tobacco companies are well aware of the powerful influence
of cigarette packs as an important promotional device," she said.
-ends-
For media enquiries about the conference with any of the speakers,
please contact Zoe Furman on (03) 9635 5517 mobile
0408
176 934 email zoe.furman@cancervic.org.au
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