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January 12th, 2011 Brussels

January 12th, 2011 Brussels. French studies on tobacco plain packaging Dr Karine Gallopel-Morvan, PhD University of Rennes 1, France. Toxic products…. Tobacco products…. …ARE TOXIC: 500 000 (Europe) 5 millions (world).

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January 12th, 2011 Brussels

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  1. January 12th, 2011Brussels French studies on tobacco plain packaging Dr Karine Gallopel-Morvan, PhD University of Rennes 1, France

  2. Toxic products…

  3. Tobacco products… …ARE TOXIC: • 500 000 (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 groups50 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 150 individuals 149 individuals Textual + pictorial warnings 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=9.6p=.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 06/2D07080192-3/LL-LC)

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