Department of Economics, Massachusetts Institute of Technology, Cambridge, Massachusetts, USA.
Instituto Polo Tecnológico de Pando, Facultad de Química, Universidad de la Republica Uruguay, Montevideo, Uruguay.
Tob Control. 2018 Sep;27(5):513-518. doi: 10.1136/tobaccocontrol-2017-053639. Epub 2017 Sep 8.
Uruguay, a South American country of 3.4 million inhabitants that has already banned tobacco advertising, prohibited such terms as light, mild and low-tar and required graphic warnings covering 80% of cigarette packs, is considering the imposition of plain, standardised packaging.
We conducted an experimental choice-based conjoint analysis of the impact of alternative cigarette package designs on the risk perceptions of 180 adult current Uruguayan smokers. We compared plain packaging, with a standardised brand description and the dark brown background colour required on Australian cigarette packages, to two controls: the current package design with distinctive brand elements and colours; and a modified package design, with distinctive brand elements and the dark brown background colour. Graphic warnings were also varied.
Plain packaging significantly reduced the probability of perceiving the stimulus cigarettes as less harmful in comparison to the current package design (OR 0.398, 95% CI 0.333 to 0.476, p<0.001) and the modified package design (OR 0.729, 95% CI 0.626 to 0.849, p<0.001).
Plain packaging enhanced the perceived risk of cigarette products even in a highly regulated setting such as Uruguay. Both the elimination of distinctive brand elements and the use of Australia's dark brown background colour contributed to the observed effect.
乌拉圭是一个拥有 340 万居民的南美国家，已经禁止了烟草广告，禁用“淡味”“柔和”“低焦油”等词语，并要求卷烟包装上 80%的面积使用图形警示。乌拉圭正在考虑实施普通标准包装。
我们对 180 名成年乌拉圭吸烟者进行了基于选择的实验性联合分析，以评估不同卷烟包装设计对风险认知的影响。我们将普通包装（附有标准化品牌描述和澳大利亚卷烟包装所需的深褐色背景）与两种对照设计进行了比较：带有独特品牌元素和颜色的现行包装设计；以及带有独特品牌元素和深褐色背景的改良包装设计。我们还对图形警示进行了不同的设计。
与现行包装设计（OR=0.398，95%CI=0.333 至 0.476，p<0.001）和改良包装设计（OR=0.729，95%CI=0.626 至 0.849，p<0.001）相比，普通包装显著降低了消费者认为刺激卷烟危害较小的可能性。
即使在乌拉圭这样高度监管的环境中，普通包装也增强了对卷烟产品的风险感知。消除独特的品牌元素和使用澳大利亚深褐色背景颜色都促成了观察到的效果。
