Institute for Social Marketing, Faculty of Health Sciences and Sport, University of Stirling, Stirling, FK9 4LA, Scotland.
Usher Institute, College of Medicine and Veterinary Medicine, University of Edinburgh, Edinburgh, EH8 9AG, Scotland.
BMC Public Health. 2019 Sep 5;19(1):1227. doi: 10.1186/s12889-019-7552-0.
The United Kingdom (UK) fully-implemented standardised packaging for cigarettes and rolling tobacco on 20th May 2017. We explore adolescent's awareness of, and responses to, standardised cigarette packaging in the UK after it became mandatory.
Eight focus groups were conducted in schools in Scotland with 16-17 year-olds (n = 41), between November 2017 and November 2018, to explore awareness of, and responses to, standardised cigarette packaging. Unlike in Australia, where only straight-edged flip-top cigarette packs are permitted, in the UK standardised cigarette packs can have slim designs, and different edge types (straight, rounded or bevelled) and opening styles (flip-top or shoulder box). We explored how each of these pack formats was perceived. We also explored to what extent brand variant name differentiated cigarettes sold in standardised packaging.
Most participants were aware of standardised packaging without being shown pack stimuli. Standardised packs were considered embarrassing and off-putting, and the health warnings salient. Among the standardised packs shown, there was a preference for the slimmer pack, viewed as more discrete and the cigarettes potentially less harmful, and the shoulder box, considered cool and different. Participants were interested in some brand variant names on standardised packs (e.g. Legendary Black), particularly those they considered to imply coolness and sophistication.
Adolescents consider standardised cigarette packs in the UK unappealing, and the warnings salient, two core aims of this measure. However, positive reactions to some of the standardised packs (slimmer pack, shoulder box), and variant names used, has implications for countries developing standardised packaging regulations.
英国于 2017 年 5 月 20 日全面实施香烟和卷烟草的标准化包装。我们探讨了英国在标准化包装成为强制性要求后，青少年对其的认知和反应。
2017 年 11 月至 2018 年 11 月，在苏格兰的学校进行了 8 组焦点小组，参与者为 16-17 岁的青少年（n=41），以探讨他们对标准化包装的认知和反应。与澳大利亚不同，澳大利亚只允许使用直边翻盖香烟盒，英国的标准化香烟盒可以有更薄的设计，以及不同的边缘类型（直边、圆边或斜边）和开口样式（翻盖或肩盒）。我们探讨了每种包装格式的感知方式。我们还探讨了品牌变体名称在多大程度上区分了标准化包装中的香烟。
大多数参与者在没有看到包装刺激物的情况下就已经意识到了标准化包装。标准化包装被认为是尴尬和令人反感的，健康警示也很突出。在展示的标准化包装中，更倾向于选择更薄的包装，认为更隐蔽，香烟潜在危害更小，肩盒则认为更酷和与众不同。参与者对标准化包装上的一些品牌变体名称（如 Legendary Black）感兴趣，特别是那些他们认为暗示酷和精致的名称。
青少年认为英国的标准化香烟包装不吸引人，警示语也很突出，这是该措施的两个核心目标。然而，对一些标准化包装（更薄的包装、肩盒）和使用的变体名称的积极反应，对正在制定标准化包装法规的国家产生了影响。
