New research shows plain packaging makes smokers 70% more likely to find cigarettes less satisfying – Minister Reilly

The Minister for Health, Dr James Reilly, has welcomed the publication of a study in the British Medical Journal on the impact of plain packaging of cigarettes in Australia.

The study finds that, when consuming cigarettes from the new packs:

• Smokers are 66% more likely to think their cigarettes are of poorer quality
• Smokers are 70% more likely to say they found them less satisfying
• Smokers are 81% more likely to have thought about quitting at least once a day and rate quitting as a higher priority in their lives.

Plain packaging of tobacco products will remove all form of branding – trademarks, logos, colours and graphics. The brand name will be presented in a uniform typeface for all brands and the packs will all be in one plain neutral colour. The vast majority of the cigarette packet will consist of a text and picture warning about the dangers of smoking.

Last May, the Cabinet approved plans to introduce plain packaging of cigarettes in Ireland. Ireland is now set to become the second country in the world to introduce plain packaging of cigarettes.

Research has shown that packaging has been used effectively to give smokers a false sense of security by reassuring them about the risks of smoking. Imagery, colours and packet design are also used to influence consumers. Packaging and colouring that resemble perfume and lipstick are clearly aimed at young girls.

“Given all we know about the dangers of smoking, it is not acceptable to allow the tobacco industry to use deceptive marketing gimmicks to lure our children into this deadly addiction and to deceive current smokers about the impact of their addiction.

“Smoking places an enormous burden of illness and mortality on our society with over 5,200 people dying every year from tobacco related diseases – one in two of all smokers will die from their addiction.

“This study provides further evidence that plain pack cigarettes are the next step forward in tackling this addiction.

“The introduction of standardised packaging will remove the final way for tobacco companies to promote their deadly product in Ireland. Cigarette packets will no longer be a mobile advertisement for the tobacco industry.

“My Department has already started working on the new legislation. This legislation is a priority for me. I intend to bring the Heads of Bill to the Cabinet for approval early in the next Dáil term.”