Research shows that when young people view packs stripped of colours and logos, they believe the cigarettes:
Research shows smokers believe cigarettes in lighter coloured packs taste smoother, deliver less tar and are safer than other cigarettes. This is not true. Plain packaging would stop tobacco companies being able to use this false association to their advantage.
Graphic health warnings have been proven to help smokers quit but the tobacco industry uses pack design to undermine their impact. Plain packaging would ensure graphic health warnings remain prominent.