T...-D-,CALERT,f . 1 Tobmm Docwpww=n Czaft AL-ngauezin 28 CPL-Irv- lm Generic Packaging and Health Warning Perception Two New Zealand researchers, Park Beede and Rob Lawsc;n, of the Devar--.ent of MarketLn& University of Otago, have published the findings of a su~vey of _1;68 I adolescents, which investigated the "pomLble effects upon perceptions of he.-ath warnings whert cigarettes are presented in plain (generic] packaging". 7he authors claim that, although adolescents are aware of the. e~dstence of health arntings on dgarette packs, limited attention is directed to such warnings, a=.-,ared with ini6rrration on the brand of cigarettm They conclude that the presentation of 'aalth wamings on generic packs achieved a signiflcantly greater recall among adolescents, as opposed to branded packs. Ln order to heighten awareness of warnings, the authors advocate that manufac.-rers te required to seU all cigarettes in plain packs. It is claimed t!~s would not only ;nhibit the promotional impact of the cigarette package itself, but would render other ,-cr-.r.s of ti~bacco advertisi;g and promotion less efficient- Beede and Lawson further suggest that "over time the learned associations between the physical product and the brand symbols (names, logcs, colours, etc), used in advertising wouId be extinguished", among adolescents. Methodology 7he authors surveyed SU adolescents (average age 13) from secondary schoois Ln 'he Dunedin area of New ZealaruL Participants were given an opportunity to examine and discuss the attributes of A dgarette packs from New Zealand, the LSA and generic packs, spedficzUy constructed for the purposes of the survey. Students were then required to draw as many details of the packs they had previously observed, and finally were asked to indicate from a list of health warnings any specific =mssages they could recall '-0M their observadons. Results The authors cialin that: I of &U the information, contained on the packaging, the brand name was =.ost orten J::b recalled by respondents; the most commonly rec&Utd colour an branded packs was red. the accuracy of spelling of brand naxne was more cornmon on the branded pack Lri (779%) than on the generic pack (77%); 01\ Iz BATCo document for Legal Services : Health Canada 22 October 1999 genenc. packs =-ay have bet-. sufficiently similar or relatively non-stimulating to elid., som. 4 confusion regarding accurate- 'recall of brand information; a genenc: packs ac:~Ieved significantly greater recall of warrangs (74%) than their branded oc:iunte-parts (63.8%); 0 when respondents were exposed to familiar brands New Zealand) their recall abiI,.;,.,,, for':-.~n-:crard infomaaon (warnings) conuined ori the pack was increased, when exposed to unfamiliar brands (USA) recall rates fornon-brand irdarmati on deceased as attention "appears to focus more towards brand image cues, sur-h as brand name and logo"; 5 recall raes for other packalpng ir~tion, such as pack content rt=bers, tar contents and pricing bar codes, were also significantly greater for generic than branded -.~acks; a the war---ngs relating to lung disease were the most frequently recalled, whilst th<;;; rei a!~ng t to heart disease were the least recalled; 0 respondents' ability to recall warnings was more significant for generic pac3m than for t~eir L-n-nded. equivalents; T-he authors suggest that the practcal implications for these findings is that 'the presentation of cigarettes in plain packs would increase the probable retention and. L,npa(:*. o.- health warning messaga". Copies of the study are available at = upon request. Source: Beede, P. and IL Law-son. 'Me Effixt of PUin Packages on the Perception of Cigarem Health Warrzings. Public Hasith (1992) 120k pp 315-322. 0 U4 C7\ Ln -:-,;L =. 00 BATCo document for Legal Services : Health Canada 22 October 1999 0 0 Extract from The Effect of Plain Packages on the 0 . . . ........ (D -lealth Warnings r+ Perception of Cigarette I Beede & Lawson - Niblic Heath (1992) respondents' ability to recall warnings was more significant for generic packs than for their brand e equivalents CL 11) I The authors suggest that the practical implications for 0 these findings is that "the presentation of cigarettes in 0 0 plain packs would increase the probable retention of Cr CD I health warning messages". -J% CD CO (11 12SZS9~0 4 14, 7_5 7Z 1: jr-cf& 4. 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