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Plain cigarette packaging: is this the solution?120 As of 1 December 2012, all cigarettes in Australia must retailers' business by increasing transaction time. And be sold in packets with no branding or logos on them. The tobacco companies have been relentlessly opposed to Australian government has passed a law standardising plain packaging legislation because they have lost their the content that may appear on cigarette packets, which main marketing voice-a cigarette packet that effectively states that the brand can only appear in a specified generic communicates the particular attributes that consumers font on a monochrome paper pack, with health warnings associated with that particular brand. that are bigger and more graphic than previously required, now taking up more than 75 per cent of the surface of the packet QUESTIONS According to research prepared by the Victorian Cancer 1 What are your views on plain cigarette packaging? Council, both adults and adolescents perceive cigarettes Is this 'anti-branding'? Should plain packaging be in plain packs to be less appealing, less palatable, less extended to other consumer products with potential satisfying and of lower quality than cigarettes in branded health issues, such as fast food and alcohol? packaging. Importantly, the Cancer Council also argues that plain packaging affects young people's perceptions 2 Based on your understanding of perception, do you of the characteristics, status and glamour associated with think pictorial warnings and labels on plain packaging smoking particular brands. will influence the number of people who intend to quit, But not everyone agrees. The Alliance of Australian or who choose not to start smoking? Retailers has argued that plain packaging will damage 3 Is a fundamental freedom being trampled on here