Tobacco Packaging as Communication Tool: The Effectiveness of Tobacco Plain Packaging on Young People’s Perception

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Natwipa Sinsuwarn
Kitirochna Rattanakasamsuk


Thailand has been one of the countries which have implemented the world’s most advanced tobacco marketing communications control policies. Tobacco packages are the only tool used by tobacco companies to inform about the brand towards new generation smokers. This experimental research explores attitudes of young people, aged 15-24 years old on backgrounds of cigarette packages, both plain and those with 85% Pictorial Health Warning (PHW). The result suggested that plain packages may reduce the incentive attraction among young people. The most effective color was dark olive green or Munsell 10Y 5/6 combined with 85% PHW of oral cancer because it enhanced the negative perception. The plain package does not only reduce the incentive attraction on the cigarette package but also increases the effectiveness of the PHW’s value and policy. 


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