Plain packaing for tobacco products was first introduced back in October 2012 in Australia. Since then, many countries, including the UK, France, New Zealand, and Canada, have followed suit. But does plain packaging truly reduce tobacco consumption?

What Is Plain Packaging?

Plain packaging, sometimes referred to as generic or standardized packaging, removes all branding elements from tobacco products. According to Wikipedia, only the brand name (in a specified font and size), health warnings, and legally required information (such as tax stamps) remain. The color is typically standardized to a dull brownish-green—often Pantone 448 C (#4A412A), widely considered “the ugliest color”—to diminish the product’s visual appeal.

Proponents argue that plain packaging discourages younger consumers by stripping away enticing marketing, yet critics point to a range of unintended consequences. For example, in April 2022, Health Canada fully implemented plain packaging for all tobacco products, targeting a nationwide goal of reducing overall tobacco use to below 5% by 2035. This initiative includes cigars, despite the fact that the average cigar smoker is over 30 and typically does not inhale. Retailers were required to sell off any existing stock with traditional branding by April 1 of that year; after that date, all cigars had to feature standardized, drab-colored bands, tubes, and boxes, with Lucida Sans in Cool Grey 2C as the mandated font.

Some manufacturers now slip the original decorative band beneath the generic one so consumers can see the traditional design after purchase. Others have added QR codes or extra text to the generic label, providing details such as origin, wrapper, binder, filler, and information about the people who rolled the cigar. However, in places like Cuba—where resources are limited—exporting cigars with plain packaging has proven difficult, leading to cigars being re-banded in Canada upon arrival. Critics of plain packaging point to these logistical hurdles, as well as the loss of the distinctive artistry that once set cigars apart from other tobacco products, suggesting that this broad, one-size-fits-all approach may have repercussions beyond its intended health objectives.

A Global Spread

Since its introduction in Australia, plain packaging regulations have been adopted in:

• Europe: France and the UK (2017), Belgium and the Netherlands (2021), Denmark (2022), Finland (2023).
• Asia and the Middle East: Thailand and Israel (2019), Saudi Arabia (2020).
• Americas: Canada (2020).
• Oceania: New Zealand (2018).

While cigars are sometimes exempt from these rules, many countries apply the same regulations to all tobacco products, creating challenges for premium cigar manufacturers.

Does Plain Packaging Work?

Studies in Australia, published in BMJ Open, suggest that plain packaging may have some psychological impact on smokers:

• 81% of smokers from plain packages thought about quitting at least once daily.
• 70% reported finding cigarettes less satisfying.
• 66% believed the cigarettes were of poorer quality.

However, these perceptions have not translated into significant behavioural changes.

Sales Trends

The decline in youth smoking rates in Australia was already underway before plain packaging, and its introduction did not accelerate the trend. For adult smokers, the policy had minimal effect. In fact, five years after implementation, Australia’s long-standing decrease in smoking rates stalled, and the trade in illicit tobacco surged.

The Unintended Consequences

Plain packaging contributed to commoditising tobacco, making all products look similar and easier for counterfeiters to replicate. Consumers often unknowingly purchase counterfeit or illicit tobacco, which can be cheaper but unregulated.

Reports show a 14% rise in illicit tobacco consumption in Australia after plain packaging. Border Force seizures of illegal cigarettes more than doubled between 2014 and 2017, highlighting the magnitude of this issue. The lack of robust monitoring exacerbates the problem, with criticisms pointing to Australia’s insufficient tracking of the illicit market compared to countries like France and the United States.

Challenges for Cigars

For premium cigar producers, plain packaging presents unique challenges. Cigarette manufacturers can easily modify packaging designs for automated production, but cigars are more complex. With numerous vitolas (sizes and shapes) and smaller production volumes, implementing plain packaging requires custom solutions for each product.

In some countries, distributors resort to placing plain packaging bands over original cigar bands. Smokers typically remove these as soon as they bring the cigars home, rendering the effort futile. While cigars represent a niche market with minimal appeal to youth or non-smokers, they are still affected by legislation targeting mass-market cigarettes.

Lessons from Australia

The Australian experience demonstrates the mixed results of plain packaging:

1. Minimal Impact on Smoking Rates: Smoking prevalence did not decline faster after the policy’s introduction.
2. Rise in Counterfeiting: The commoditisation of tobacco packaging facilitated a boom in illicit trade.
3. Policy Criticism: Experts, such as Professor Sinclair Davidson from RMIT University, highlight that plain packaging failed to deliver the expected public health benefits.

Plain Packaging: Is It Worth It?

While the goal of reducing smoking is laudable, plain packaging may not be the most effective strategy. The policy imposes unnecessary burdens on niche markets, like cigars, where its impact is minimal. Furthermore, the unintended consequences of increased counterfeiting and the commoditisation of tobacco products undermine its potential benefits.

Governments should consider alternative approaches that address the unique dynamics of different tobacco markets, focusing on more targeted and enforceable measures. For cigars, exemptions from plain packaging laws could prevent the disproportionate impact on this artisanal product category while maintaining regulations on mass-market cigarettes.

The question remains: should plain packaging continue to expand globally, or is it time for policymakers to revisit its effectiveness? The evidence suggests a nuanced approach might be more effective in achieving public health goals without creating unnecessary complications.