EXECUTIVE SUMMARY

In recent years, ♦ It is present at the crucial they are doing less harm to their companies have focused their moment when the purchase bodies. This belief often leads marketing energies on the tobacco decision is made them to postpone quitting. package. ♦ It is used in front of other Tobacco companies researched They have done so to overcome people, becoming a ‘portable’ and implemented many ways of laws and regulations which have advertisement and a mini‐ packaging to reinforce curbed the use of the traditional billboard. this false belief. Although the advertising vehicles. Instead of terms ‘light’ and ‘mild’ are no billboards or radio ads, tobacco ♦ It helps tobacco products longer used on packages companies now reach out to new remain a “badge” product, and in Canada, other terms, colours smokers through increasingly transfers brand identity to the and images have replaced them in colourful and evocative words and user (and vice‐versa). this ongoing marketing deception. imagery on cigarette packages. ♦ It triggers a high level of These packages are designed to involvement of users, as they Tobacco companies design create the impression that handle it several times a day. their packages to undermine tobacco use is sexy, cool, normal government health warning and socially acceptable. Tobacco companies are not alone messages. in using packaging as a primary Tobacco companies also use outlet for promotions. The Canada was the first country to package to overcome smokers’ branding effect of packaging is require tobacco packages to carry concerns about the health effects particularly strong in products that picture based health warnings. In of , and to mislead are otherwise indistinguishable the eight years since these smokers into thinking that some from one another. warnings appeared, tobacco brands of cigarettes are less companies have changed the harmful than others. Changes to packaging make shape and design of their consumers think there have been packages to draw attention away A third way tobacco companies changes to the product. When the from the health warnings, and use packing in ways which harm packaging of products like have adopted graphics and colour public health is by altering the cigarettes, water, milk or wine is schemes which reduce the impact designs to draw attention away upgraded (even though the of these warnings. from graphic health warning products themselves are not messages. altered), consumers may think Comprehensive package they taste better – and be more reform is an urgent health Packaging is now the primary likely to buy them. priority marketing vehicle for tobacco. The need to respond to tobacco In previous generations of Tobacco packages deceive industry marketing, tobacco marketing, there were understood Tobacco companies design their industry deception and tobacco to be four key elements to the products and packaging and use industry attempts to undermine marketing mix . These were “The words, pictures, colours and health warnings is increasingly Four P’s” of product, price, place shading to create the impression recognized by health authorities. and promotion. In today’s that some of brands or types of The World Health Organization marketing environment, cigarettes are less harmful than and the countries which are companies are now relying others. Tobacco companies can members of the global tobacco heavily on a fifth “p” – packaging. make the smoke from their treaty recommend that The tobacco package is more than cigarettes cooler and diluted by governments require that all a container – it is a ‘silent adding ventilation holes to the tobacco products be sold in plain salesman’. It provides tobacco filter and paper. When they inhale packages. companies with opportunities that this relatively cooler smoke, many Tobacco companies design other forms advertising do not smokers mistakenly believe they tobacco packages to function on offer:1 are inhaling less smoke, and that

1 many levels in order to maintain ♦ Strengthening the content of federal Tobacco Act, or through or increase tobacco use. health warning messages by other legislation. Governments should similarly increasing the frequency by The importance of implementing respond with policies which which they are rotated, plain packaging to strengthen ensure that these packages increasing their emotional controls on tobacco advertising provide only truthful and helpful impact. and packaging has been information to smokers, and that recognized by the World Health they support smokers in their Government has the authority Organization and is supported by attempts to improve their health and the responsibility to act International law. Canada is party by quitting. In Canada, all federal and to the global tobacco treaty, the Needed measures include: provincial governments have the Framework Convention on constitutional authority to stop (FCTC) and was ♦ Removing branding from tobacco companies from using among the 160‐plus nations that packaging (i.e. plain packaging) cigarette packaging to promote agreed unanimously to plain ♦ Removing all numbers, words, smoking and to deceive smokers packaging as a recommended images that could convey that about the harmfulness of their tobacco control measure. some brands or products are products. Requirements for plain less harmful than others packaging, larger and more powerful health warning messages ♦ Increasing the size and impact and removal of all deceptive of health warning messages and labeling can be implemented health information messages. through regulations under the

In recent years, tobacco companies have focused their marketing energies on the tobacco package.

Unlike the IPOD nano that it resembles, the packaging of RBH’s Superslim cigarettes masks an addictive and deadly product.

2 TOBACCO PACKAGES ARE LIFESTYLE ADVERTISEMENTS FOR SMOKING

ackaging is a very effective advertising vehicle for Ptobacco companies because of the high social visibility of tobacco products. Unlike most other consumer products, cigarettes remain in the package in which they are sold until the very last cigarette. Cigarette packages are used and displayed in public, and effectively endorsed by the smoker in front of his or her friends, family and other social network.

Five million square feet of billboard exposure every day. The symbols and words that are placed on a package are used by tobacco companies to build an The branded tobacco package is more than a container to hold image for their brands and their cigarettes. It is a mini‐billboard that promotes smoking clients and to do so on several level. To the teenager, the package functions as an emblem or badge of In previous decades, when tobacco ♦ new emphasis on brand names, social identity – an inducement to advertising was more extensive, descriptive phrases and lifestyle start smoking for young people tobacco companies used the imagery that provide an image who want a quick way to appear cigarette package as a way to link about the user, such as. sophisticated, rebellious or adult. and reinforce the brand imagery Prestige, Distinct, Silver, Rich,Select, Elit, To the addicted smoker, the they developed through traditional Deluxe, Gold, Sapphire, Sterling, package offers reassurance and advertising (billboards, radio ads, Superslim, Special, Pearl, Frost, Extra, distraction from the knowledge point of sale signage). Ultra, Select, Original, Subtle about the health effects about With increased constraints on ♦ new emphasis on descriptive smoking and the internal, family or traditional advertising, tobacco phrases printed on packages that social pressure to quit. companies are increasingly relying provide an image about the With five million Canadians on the cigarette package to convey product and the producer, such 3 reaching for a cigarette a dozen or an entire marketing strategy. The as: more times a day, the cumulative cigarette packages no longer “Sun ripened. Flue cured Virginia tobacco. display space of tobacco packages merely conveys brand imagery, it Brighter taste. More satisfying flavour.”; shown every day in Canada would now also generates it. “Tastefully smooth.” carpet the floors of the West “Fine tobacco. Smooth taste. Superior 2 The increased importance of Edmonton Mall. quality.” packaging to tobacco company “Same smooth taste in a new refined Tobacco companies are increasingly marketing is reflected by several design.” using tobacco packages as their recent innovations in the Canadian “Smooth flavour, classic quality.” primary advertising medium. tobacco marketplace: “Because good taste travels” “A world class tobacco for a new Canadian taste”

3 PLAIN PACKAGING WILL STOP TOBACCO COMPANIES FROM USING PACKAGING TO RECRUIT NEW SMOKERS AND DISCOURAGE QUITTING

Du Maurier Prestige: Unbranded packages are less Lifestyle advertising in the form of a brand likely to appeal to young name. people and less likely to promote smoking. Recent experiments undertaken by pres•tige [ pre stēezh] researchers in Waterloo Ontario 1.4. respect associated with high found that Children and adults also quality:honor, awe, or high believed that packs in opinion inspired by or derived colours—grey vs. dark red, for from a high‐ranking, influential, example—would be less harmful or successful person or product and easier to quit.8 2.5. glamour: attractiveness and Research in found that importance that is very obvious removing the lifestyle imagery of or enviable, associated with packaging changed the perception wealthy or successful people It's a prestige car and its of smokers. Smokers of plain packs price reflects that. were rated as significantly less trendy/stylish, less 3.6. BAT brand cigarettes sold in sociable/outgoing and less mature Canada. 9 than smokers of the original pack. Surveys of Canadian teenagers conducted in the 1990s found that four in five teenagers found plain

packages ‘uglier’ and ‘more 10 esearch findings support boring.’ Removing branding from plain packaging as an packages reduces the value of A study conducted for Health effective way to reduce R cigarettes to smokers Canada in 2008 found that youth smoking. are overwhelmingly more likely to Only 1 in 5 individuals in an believe that a plain package is Removing branding from experimental group of Marlboro effective at providing information packages reduces positive smokers was interested in buying about the health effects of smoking lifestyle imagery associated their preferred (Marlboro) brand if and in encouraging Canadians to with smoking. it was sold in a plain package, even 11 reduce their tobacco at half price.6 Marketing researchers Research conducted for Health commissioned by Health Canada In 1994, the Commons Standing Canada in the 1990s found that the found that the lifestyle associations Committee on Health reviewed positive lifestyle associations held held by teenagers in association evidence available at that time and by youth of tobacco brands were with tobacco brands were reduced concluded that “in all the studies, lower when youth viewed plain when cigarettes were contained in subjects indicated that plain 12 packages of the same brands. a plain package. 4 packaging made the product less attractive and appealing.”7 An experimental group of Australian smokers judged that people who smoked plain packages ranked lower in terms of stylishness, sociability and maturity.5

4 TOBACCO PACKAGES DECEIVE

obacco companies use advertising and marketing to Treduce the health concerns of smokers in order to prevent them from quitting. They design their products, packaging and brand names to deceive smokers into thinking that smoking is not as harmful as health authorities say, and to falsely suggest that smokers can reduce the risks to their health while continuing to smoke. Examples of marketing ploys they have used to this effect are the promotion of filtered cigarettes, the use of flavourings or ventilation holes to make smoke taste less Tobacco companies know that many smokers will think that harsh, the use of brand names that the packages with lower numbers will contain cigarettes that suggest less risk and the use of are less strong/less harmful. numbers or colours to suggest that some brands are ‘higher’ or ‘lower’ in strength/health risk.13 keeping smoking and facing the identical. Plain packaging—where One of the most notorious tools health consequences. the colour and design elements used by tobacco companies to were removed—reduced these deceive smokers was the labeling of Colours that create false misperceptions, as well as the some cigarettes as “light” or “mild”. impressions about health perceived attractiveness of The resulting consumer fraud has effects brands.19 been the subject of legal actions in For decades, tobacco companies the United States14 and Canada.15 Shading that creates false have used colour gradiations in The use of these terms has been impressions about health packaging to signal and reinforce made illegal in 51 countries,16 and effects the idea that ventilated cigarettes has been abandoned in Canada as a deliver less tar, and in recent years Different shades of the same result of a voluntary agreement they have standardized their own colour, or the addition of white to between the federal government use of colours: red (less ventilated); the packaging are used to signal and tobacco companies.17 blue (ventilated); silver (highly distinctions between tobacco Canadian tobacco executives ventilated); green (ventilated with products, where the distinctions boasted that ‘light’ cigarettes added menthol). relate to the quality/harmfulness of increased smoking as they provided the smoke. Colours and designs A recent experiment with U.K. “a third alternative”18 to smokers may have a greater role in creating smokers found that both adults and torn between the two unhappy false beliefs about the harmfulness youth rated a light grey package as options of fighting a challenging of tobacco products than words like lower tar and lower health risk addiction in order to quit, or “light”. compared to darker grey and red packages, which were otherwise

5 PLAIN PACKS ARE LESS DECEPTIVE

“Lower delivery products tend to be featured in blue packs. Indeed, as one moves down the delivery sector, then the closer to white a pack tends to become. This is because white is generally held to convey a clean healthy association.” Philip Morris, Marketing New Products in a Restrictive Environment. June 1990.

“Philip Morris marketing research department compared smokers’ responses to cigarette packages in a blue and red pack. Despite the cigarettes being identical in composition, smokers appraised the cigarettes in the blue pack as “too mild” and “not easy drawing”. Others felt that the cigarettes in the red pack were “too strong” and “harsher”.

Melanie Wakefield, The as image: new evidence from documents, Tobacco Control, 2002.

WORDS NUMBERS Health Canada regulations contribute that create false impressions about that create false impressions about to package deception. health effects health effects The Canadian government requires Although the words ‘light’ and Tobacco companies display that tobacco packages display the ‘mild’ have disappeared in Canada, numbers to create false results of machine readings for other deceptive marketing impressions about health effects. certain chemicals, even though practices have taken their place. many smokers mistakenly believe Smokers frequently believe that Tobacco companies have recently that these numbers are connected these numbers are related to the Invented new brand descriptors to to the harmfulness of the brand. risks of smoking, and often choose convey false impressions about their brands on the basis of these health effects. Package terms like values. “smooth”, “mellow”, “rich,” “ultra” suggest there are health related differences between products. These replacement words have the Other governments have changed same misleading effect as light and their regulations to remove this mild: a recent study found that contribution to smoker deception. more than 70% of smokers reported that packages with words such as smooth and silver would have lower health risks than regular and full flavour brands’20

6 TOBACCO COMPANIES USE PACKAGE DESIGN TO WEAKEN WARNINGS

In the eight years since graphic health warning messages were required on cigarette packages sold in Canada, tobacco companies have modified their packaging to reduce the impact of these warnings. Bevelled edges, slide‐packs, and smaller packages serve to reduce the noticeability and readability of the messages. Package health warnings are New Old among the most prominent and cost effective health communications available to government.21 ♦ Package health warnings are unique among tobacco control initiatives in that they are delivered at the time of smoking and at the point of purchase. ♦ More smokers report getting information about the risks of Top: Imperial Tobacco’s redesigned packages for some leading brands reduce the visibility of health warnings smoking from packages than any messages. other source except television. ♦ Package health warnings are Below: RBH reduced the effective at informing smokers of absolute size of the dangers of tobacco use. health warning Following the introduction of messages (as well new warnings, smokers’ report as the proportion an increased understanding and of total package perception of risk. space) in its new Superslim ♦ Health warnings help fulfill the packaging. government’s responsibility to warn consumers about hazardous products, and they do so at low cost to government. ♦ Package warnings help smokers ♦ They have tremendous reach. A ♦ Non smokers, including children quit. Providing information on typical smoker will see warnings and youth, report high exposure services helpful to smokers over 7,000 times per year. and awareness of health information on packages. quitting (like printing the phone number of toll‐free quit lines), can increase the use of these services.

7 STANDARDIZED PLAIN PACKAGING WILL PROTECT AND ENHANCE HEALTH WARNING MESSAGES

Tobacco companies use all parts of their product and package to promote the use of tobacco products. Standardized plain packaging and product appearance will stop this form of marketing.

Plain packaging makes warnings twice as effective: Health Canada research conducted in 2007‐2008 found that more than twice as many smokers and youth thought that the plain package with warning (right) would be more effective at providing information about smoking and at reducing smoking.

Pictorial warnings are Health warning messages are significantly more effective more effective when branding Marketin g printed on than text only messages. is removed from packages cigarettes

Pictures are especially important Health Canada research found that for reaching low‐literacy smokers an experimental group of Canadian and children. adult smokers and young people Marketing (age 12 to 18) were twice as likely Young people are even more printed on to judge warnings on unbranded responsive to pictorial warnings. the packages as effective at cellophane These warnings are noticed more, communicating the harms of wrapper remembered better, and are more smoking or at encouraging likely to make smoking seem less Canadians to reduce tobacco use.23 attractive. These warnings not only discourage youth from starting to smoke, they increase young Health warnings are most effective people’s intentions to quit. when they cover the entire front and back surfaces Smokers consider that it would be Health Canada research on the easier to quit if cigarettes were most effective size of health sold in unbranded packages warning messages found that adult smokers and young people were In an experimental study, British more than ten times more likely to smokers were four times more judge 100% health warnings to be likely to rank a plain package as one the most effective way to reduce that would make it “easier to smoking compared with the current quit.”22 size (50%).24

Covers designed to obscure health warnings

8 CURRENT CANADIAN TOBACCO LAW, PROPERLY APPLIED, SHOULD REQUIRE PLAIN PACKAGING.

anada’s federal Tobacco Act contains explicit bans on Extracts from the C ‘lifestyle’ or ‘deceptive’ TOBACCO ACT, (1997, C. 13) tobacco advertising. It also provides False promotion the federal government with the authority to mandate how 20. No person shall promote a tobacco product by any means, cigarettes are packaged and sold. including by means of the packaging, that are false, misleading or deceptive or that are likely to create an erroneous impression Using this law, the Canadian about the characteristics, health effects or health hazards of the government could respond to tobacco product or its emissions. recent initiatives of tobacco companies to use the tobacco Prohibitions on Lifestyle Advertising package as a vehicle for lifestyle 22. Permissions to advertise do and deceptive advertising by “not apply to lifestyle advertising or advertising that could be requiring all tobacco packages be construed on reasonable grounds to be appealing to young sold in plain packaging. persons.” Provincial governments also have “‘lifestyle advertising’ means advertising that associates a product the authority to control tobacco with, or evokes a positive or negative emotion about or image of, a advertising and have done so. way of life such as one that includes glamour, recreation, Retail displays of cigarette packages excitement, vitality, risk or daring.” are banned in all but one Canadian province,25 and the Quebec Packaging Tobacco Act has more restrictions 23. No person shall package a tobacco product in a manner that is than its federal counterpart in that contrary to this Act or the regulations. it does not permit advertisements in two of the three federally‐ 33. The Governor in Council may make regulations permitted areas (direct mail and (a) respecting the promotion of tobacco products and tobacco adult venues).26 Both federal and product‐related brand elements and the packaging of tobacco Quebec tobacco acts ban false or products, including the form, manner and conditions of the misleading advertising. promotion and packaging, and the promotion of services and non‐ Given that the tobacco package is tobacco products for the purposes of section 28. designed to and succeeds in functioning like a tobacco advertisement, it follows that the provisions of the law which restrict advertising in order to “to protect of advertisements that qualify as preference, as there are a number young persons and others from exceptions to the general of elements which are, contrary to inducements to use tobacco prohibition in the Tobacco Act (they the law, emotionally evocative and products and the consequent are neither publications nor signs in which associate tobacco products dependence on them” should be places where young persons are with a “a way of life such as one applied. not allowed). Moreover, their that includes glamour, recreation, content does not qualify as purely excitement, vitality, risk or daring.” On‐package tobacco informational and brand‐ advertisements are not a category

9 CURRENT INTERNATIONAL LAW, PROPERLY APPLIED, SHOULD REQUIRE PLAIN PACKAGING.

cigarette packages, Canada has not Extracts from yet passed any laws or regulations GUIDELINES FOR IMPLEMENTATION OF THE to this effect FRAMEWORK CONVENTION ON TOBACCO New treaty guidelines CONTROL recommend plain packaging

Article 13: Advertising, In November 2008, the Promotion and Sponsorship governments of countries which are part to the FCTC met to discuss 17. Packaging and product the details of how the treaty should design are important be implemented, and to agree on elements of advertising and guidelines for treaty promotion. The effect of implementation. advertising or promotion on packaging can be eliminated if During this conferment, more than plain packaging is required. 160 governments unanimously Packaging, individual agreed that plain packaging should cigarettes or other tobacco be adopted both as part of a ban on products should carry no tobacco advertising and as part of advertising or promotion, effective tobacco product labeling 27 28 including design features that controls.

Plain packaging is consistent with other international Article 11: Packaging and Labelling of Tobacco Products treaties. 46. Parties should consider adopting measures to restrict or prohibit Tobacco company claims that the use of logos, colours, brand images or promotional information Intellectual Property Agreements on packaging other than brand names and product names displayed impede plain packaging have been in a standard colour and font style (plain packaging). This may refuted by the World Intellectual increase the noticeability and effectiveness of health warnings and Property Office29 and other legal messages, prevent the package from detracting attention from authorities.30 Industry demands these and address industry package design techniques that may that compensation under suggest that some products are less harmful than others. investment protection provisions of NAFTA have not been substantiated. The Vienna Convention on the Law of Treaties, parties to the treaty, agree to adopt suggests that any conflict between international standards for controls he Framework Convention on these earlier treaties and the FCTC on tobacco advertising and Tobacco Control, (FCTC) is a should be resolved in favour of the packaging. Tglobal tobacco treaty latter provisions (i.e. in favour of negotiated through the World Despite treaty obligations to pass the FCTC). Health Organizations between 2000 laws to remove terms, descriptors, and 2003 and which was ratified by trademarks, figurative or other Canada in November 2004. signs” that create false impressions Countries, like Canada, which are about the harmfulness of particular

10 RECOMMENDATIONS

Reducing the harmful aspects of tobacco packaging The public health goal of reducing encouragements to smoke can be achieved by standardising the appearance of all cigarette packages in ways that: ♦ reduce their appeal ♦ end their ability to promote smoking ♦ end their ability to deceive smokers about the harms of smoking ♦ maximize the impact of health warning messages.

The following should be included in measures to implement plain packaging:

♦ The removal of all promotional ♦ Standards of equivalent effect for Governments can improve their aspects of a package, including all tobacco products (cigarettes, own communications to colours, logos, descriptive words cigarette papers, carton smokers by the: and phrases, distinctive fonts or wrappings, blunts, cigars, bidis, typefaces. carrying cases, etc.) ♦ Removal of all numerical references to tar, nicotine or ♦ The establishment of prescribed ♦ Standards for the appearance of other harmful compounds found package standards from which the tobacco product in cigarette smoke from any part tobacco companies are unable to (standardized length and of the tobacco product package. deviate. This standard should circumference, colour for paper, include specifications for size and tipping paper, prohibition on ♦ Development of new, larger and shape of the package, the words, symbols or other imagery more powerful health warning packaging material (including any on the product). messages and health information paper coatings, scents, adhesives, messages. ♦ Bans on promotional tins, covers tear tapes, outer film), lining and others tobacco accessories materials and colours, ink colour and type, style of opening. ♦ Health authority control over brand names, brand descriptors, brand extensions.

11 REFERENCES

1. R. Rettie and C. Brewer. “The An experimental study. Tob. 21. D. Hammond. FCTC Article 11 Fact verbal and visual components of Control, Dec 2008; 17: 416 ‐ 421. sheet: Emissions and Constituent package design,” Journal of Labelling. 10. JR D’Avernas et al.. Cigarette Product & Brand Management, http://www.tobaccolabels.ca/facts packaging and event marketing 2000. hee/article_11 increases the attractiveness of 2. Calculation: Each tobacco package smoking: a study of youth. 22. D. Hammond. et al. Cigarette pack is .008 sq, foot. 5 million smokers Working paper 28 . Toronto, design and perceptions of risk using their package 12 times per Ontario, Canada: The Ontario among UK adults and youth. SRNT. day = 6 million square feet of Tobacco Research Unit, 1997. 28th April 2009, quoted in ASH exposure each day. West press release, 29 April 2009. 11. Environics. Consumer Research on Edmonton Mall is 5.3 million the Size of Health Warning 23. Environics. Research conducted for square feet. Messages – Quantitative Study of Health Canada. Consumer 3. Letter of complaint from Canadian Youth. 2008. Research on the Size of Health Physicians for a Smoke‐Free Warning Messages – Quantitative 12. ME Goldberg et al. When Packages Canada to Health Minister Tony Study of Canadian Adult Smokers Can't Speak: Possible Impacts of Clement, December 21, 2007 and Youth. POR‐07‐46. 2008. Plain and Generic Packaging of 4. ME Goldberg et al., When Tobacco Products. Mar 1995. 24. Ibid. packages can't speak. Possible 13. R. Pollay and T Dewhirst. The dark 25. Global Tobacco Control Forum. impacts of plain and generic side of marketing seemingly The Framework Convention on packaging of tobacco products. “Light” cigarettes: successful Tobacco Control in Canada. A Civil Health Canada, 1995. images and failed fact. Tob. Society ‘Shadow Report.’ 2008. 5. MA Wakefield et al. How does Control 2002;11;i18‐i31 26. Government of Quebec. Tobacco increasingly plainer cigarette 14. EL Sweda. Light Cigarette Act, R.S.Q., chapter T‐0.01. packaging influence adult smokers’ Lawsuits in the United States: perceptions about brand image? 27. Conference of the Parties to the 2007, November 2007. An experimental study. Tobacco WHO Framework Convention on Control. Dec 2008; 17: 416 ‐ 421. 15. Non‐Smokers’ Rights Association. Tobacco Control. Third session. Tobacco‐Related Litigation in Durban, South Africa, 17–22 6. JA Trachtenberg. Here’s one tough Canada. 2008. November 2008. Elaboration of cowboy. Forbes, 9 Feb, 1987 pp. guidelines for implementation of 108•110., cited in R. Cunningham: 16. R Cunningham. Personal Article 11 of the Convention. Smoke and Mirrors, IDRC, 1996.` correspondence. 2008. 28. Conference of the Parties to the 7. House of Commons "Towards zero 17. Competition Bureau. Press WHO Framework Convention on consumption: Generic packaging release: Competition Bureau Tobacco Control. Third session. of tobacco products." Report of Reaches Agreement with the Durban, South Africa, 17–22 the Standing committee on Health, Three Major Cigarette November 2008. Elaboration of June 1994. Manufacturers to Stop Using guidelines for implementation of “light” and “mild” on Cigarette 8. D Hammond et al. Cigarette pack Article 13 of the Convention. Packages. November 9, 2006. design and perceptions of risk 29. C. Callard. The Plot Against Plain among UK adults and youth. SRNT. 18. R. Bexon. Structured Creativity Packaging. Physicians for a Smoke‐ 28th April 2009, quoted in ASH Conference: Delegate Free Canada. April 2008. press release, 29 April 2009. Presentations . Structured Creativity Conference: Delegate 30. E. Legresley. The International 9. MA Wakefield, D Germain, and SJ Presentations Legality of Plain Packaging. Durkin. How does increasingly Presentation at the 13th World plainer cigarette packaging 19. D. Hammond. Op cit. Conference on Tobacco Or health, influence adult smokers’ 2006. perceptions about brand image? 20. D. Hammond. Tobacco labelling and packaging: A review of evidence. November, 2007.

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