Plain cigarette packets could help stop people taking up smoking

Plain cigarette packaging could help prevent people taking up the habit but would have little effect on those who already smoke on a daily basis, according to new research from the UK Centre for Tobacco Studies (UKCTCS), which has bases at the Universities of Bristol and Bath. The researchers monitored the eye movements of non-smokers, light smokers and daily smokers who were asked to look at non-branded cigarette packets that showed only the health warning as compared to branded packets with identical health warnings. The results showed that the eyes of non-smokers and light smokers were drawn to the health warnings on plain packets more than on branded packets, suggesting that plain packaging enhances attention to health warnings. Existing smokers did not seem to be affected by packaging modifications. Professor Marcus Munafò from the University of Bristol, who led the research said: 'In this study we assessed the impact of plain packaging on visual attention towards health warning information and brand information on branded and plain cigarette packs, using eye tracking technology. ?This technology provides a direct measure of eye gaze location and therefore the focus of visual attention. It is plausible that the more someone looks at the health warnings, for example, the more likely those health warnings are going to be read and understood, with a subsequent impact on behaviour.' Tobacco marketing has been banned in many countries as it encourages the uptake of smoking and makes it harder for smokers to quit.