Ateneo Policy Center, School of Government, Ateneo de Manila University, Quezon City, Philippines.
Front Public Health. 2024 Sep 26;12:1405062. doi: 10.3389/fpubh.2024.1405062. eCollection 2024.
This study aimed to contribute to local research evidence to promote the implementation of plain packaging of tobacco products in the Philippines. The study aimed to assess Filipinos' perception of the effectiveness of plain packaging and their readiness by assessing the potential impact of plain packaging.
We conducted a nationwide geographically representative online panel survey with a sample size of 2,000 Filipinos. The survey recruited respondents 18-65 years old and residing in the Philippines, with 500 respondents each from the National Capital Region, Luzon, Visayas, and Mindanao. We showed respondents six different mock-ups of cigarette packs in plain packaging, with two sizes of graphic health warnings (50 and 75%) and three plain packaging colors (black, white, and Pantone 448C). Using five-point Likert scales, participants rated their agreement with 18 items assessing readiness and rationales for plain packaging and 54 items related to pack design (9 items for 6 pack designs).
The study showed that Filipinos recognize the value of adopting plain packaging with larger graphic health warning labels on tobacco products in the Philippines. Both non-smokers and smokers agreed that plain packaging has the potential to reduce the attractiveness and appeal of packs, prevent advertisement and promotion of tobacco products, reduce the ability of tobacco products to mislead consumers, increase the noticeability and effectiveness of the pictorial health warnings, increase recall of the pictorial health warnings, affect consumer perceptions of the attractiveness of the tobacco products and their relative safety, reduce youth experimentation with the use of tobacco products, prevent the use of tobacco brand variants as a promotional tool, prevent branding targeted toward youth, promote quitting among current users, and to more clearly inform consumers about the harmful effects of tobacco use.
We recommend that policymakers pursue plain packaging as legislation or as part of a reform of the Philippines' graphic health warnings law. The law should target tobacco products sold in the Philippines.
本研究旨在为当地研究证据做出贡献，以推动菲律宾实施烟草产品平装。本研究旨在通过评估平装的潜在影响来评估菲律宾人对平装有效性的看法及其准备情况。
我们进行了一项全国范围内具有代表性的在线小组调查，样本量为 2000 名菲律宾人。该调查招募了年龄在 18-65 岁之间、居住在菲律宾的受访者，每个地区（国家首都地区、吕宋岛、维萨亚斯群岛和棉兰老岛）有 500 名受访者。我们向受访者展示了六种不同的香烟包装模拟包装，有两种大小的图形健康警示（50%和 75%）和三种包装颜色（黑色、白色和潘通 448C）。参与者使用五点李克特量表对 18 项准备就绪和支持平装的理由以及 54 项与包装设计相关的项目（6 种包装设计的 9 项）进行了评估。
该研究表明，菲律宾人认识到在菲律宾采用更大图形健康警示标签的烟草产品平装的价值。非吸烟者和吸烟者都认为，平装有可能降低包装的吸引力和吸引力，防止烟草产品的广告和促销，减少烟草产品误导消费者的能力，提高图画健康警示的可见度和效果，增加对图画健康警示的回忆，影响消费者对烟草产品吸引力和相对安全性的看法，减少年轻人尝试使用烟草产品，防止烟草品牌变体用作促销工具，防止针对年轻人的品牌定位，促进当前使用者戒烟，并更清楚地向消费者告知使用烟草的有害影响。
我们建议政策制定者将平装作为立法或菲律宾图形健康警示法改革的一部分来推行。该法律应针对在菲律宾销售的烟草产品。
