The UK is about to become the second country in the world (after Australia) and the first in Europe to enforce plain packaging for cigarettes. It is due to be implemented by 20th May 2016, although it doesn’t seem to have happened yet. I wrote about it here in 2011 and my view still hasn’t changed.
And I think it’s a bad idea for a few reasons.
- Taking away the branding will allow cheaper brands to compete on a level playing field with the big brands. Rather than making it less attractive they will make it more affordable. If you can’t see the difference in the packs and you’re new to smoking, why would you buy the bigger and more expensive brands?
- It will make it easier for fakes to come into the market as the packaging is even easier to copy. Fake cigarettes aren’t made to the same standard and could even be more dangerous and contain all sorts of additional nasties.
- You will make it cooler. It is now so obviously a bad thing that it becomes something that is more attractive to do. Anyone who has ever smoked, knows the dangers and ignores them. In Martin Lindstrom’s brilliant book Buyology he proves using brain scans that when smokers see the warnings on packs, rather than put them off smoking, it creates an almost religious like fervour. They become more desirable – despite all good sense saying otherwise. The more you try and drive it underground, the more prevalent it will become. As a parallel, it’s not exactly difficult to get hold of Cannabis these days and that’s meant to be banned altogether.
- It appears that the tobacco industry are going to take the government to court for loss of trademark value. According to the Telegraph, this could be for up to £11 billion.
- Smokers pay their own way – Because they kill themselves with smoking they have finite lives. they pay fortunes into the NHS through the taxes on cigarettes and on average, die much younger. The cynic in me says the government know this and by taking this route, they will maybe even make more money in tax revenue on smoking. The UK government take £11 billion PER YEAR from smokers. Are they really trying to kill this golden goose?
The only good plan (according to the Sun) in my mind is to ban packs of ten cigarettes and Menthol cigarettes. These are definitely entry products for young smokers. There will always be enterprising kids at school who will break bulk and sell singles (or loosies as they were in my day) but it will make smoking a little harder to start.
It’s only my view, but I am convinced I see more young people smoking than ever before. Putting cigarettes behind doors in the retail outlets doesn’t appear to have made any difference – It may even have had the opposite effect to the one they claim they were aiming at – And they are ploughing on anyway.