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KMID : 1231220130040010001
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Journal of the Korean Society for Research on Nicotine and Tobacco
2013 Volume.4 No. 1 p.1 ~ p.9
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Current Status of Plain Packaging of Cigarette and Its Implication for Tobacco Control Policy in Korea
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Cho Hong-Jun
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Abstract
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Tobacco packs are considered to be good marketing measures, so plain packaging of cigarette is a key component of comprehensive tobacco control policy recommended by WHO Framework Convention on Tobacco Control. Australia is the first country which introduced plain packaging policy. Review of the reviews and original papers and reports written in English was done. Plain packaging of cigarette first was introduced Dec. 2012 in Australia. Big tobacco companies fiercely opposed the policy with every efforts they can use including mass media campaigns and legal measures. Plain packs were rated as less attractive than branded packs by both adults and adolescents and degree of attractiveness decreased progressively more branding elements and descriptors were removed. Plain packs were perceived to be poorer quality and lighter colored packs were generally associated with weak taste. Plain packs increased the prominence of health warning by lowering distraction of the consumer. Moreover, darker colored plain packs were seen as more harmful, and lighter colored ones less harmful, than branded cigarettes. Plain packs without descriptors of ’gold’ or ’smooth’ were perceived as more harmful than packs with descriptors. Plain packs were associated more negative feeling about smoking. Potential problems of brand identification and transaction time seem to be not relevant. Plain packs could decrease tobacco initiation and tobacco consumption especially among adolescents. Comprehensive tobacco control policies should include plain packaging as an important policy component. We need to make our own evidence related with plain packaging.
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KEYWORD
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Tobacco, Product packaging, Tobacco industry, Korea
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Listed journal information
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