Cigarette packaging study at uni

Researchers based at the University of Bath have found that plain packaging for boxes of cigarettes could help prevent people from starting the habit – but has little impact on those who already smoke.

A team from the UK Centre for Tobacco Studies (UKCTCS), which has a base in Bath, monitored the eye movements of non-smokers, light smokers and daily smokers when they looked at different style packets.

The results showed that non-smokers and light smokers were drawn to health warnings on plain packets, while existing smokers did not notice a difference.

This suggests that if cigarette packets are plain, without branding, then health warnings are more effective for those who are not yet addicted.

Professor Marcus Munafò from UKCTCS, who led the research, said: "In this study we assessed the impact of plain packaging on visual attention towards health warning information and brand information on branded and plain cigarette packs, using eye tracking technology.

"This technology provides a direct measure of eye gaze location and therefore the focus of visual attention. It is plausible that the more someone looks at the health warnings, for example, the more likely those health warnings are going to be read and understood, with a subsequent impact on behaviour."

Many countries have banned tobacco marketing.

The introduction of plain packaging has been proposed, meaning every packet would be the same shape and colour, with all branding removed apart from a standard typeface, colour and size with all relevant legal markings, including health warnings.