Australians are no longer smoking as heavy as they used to, thanks to the effects of the plan cigarette packing law, which ordered tobacco manufacturers to refrain using appealing packages. Instead, they are directed to print large macabre health warnings. Company logos are likewise taboo.

Australia’s tobacco plain packaging law took effect December 2012. A year after it was introduced, researchers noted a decline in the number of people wanting to quit the habit. It also found that the standardised packaging had impacted greatly the 12 to 17-year-old age bracket, so much that they found it already less appealing.

The research carried by the Cancer Council Victoria found the number of smokers who tried to quit over the course of a month jumped to 27 percent, from the previous 20 percent before the standardised packaging were introduced. The gruesome health warnings emblazoned across the cartons, along with the horrible images, had prompted smokers to immediately conceal their packs and stub out cigarettes.

Further, there was no evidence found that the tobacco plain packaging law had prompted smokers to consume illicit, cheap cigarettes instead. As smoking firms contested the implementation of the law prior to 2012, they claimed the removal of their respective branding will push the sales of illegal cigarettes. It did not happen, researchers said.

Over 5,000 smokers became respondents to the survey. The law was so effective that it even curbed the online sales of cigarettes or those purchased from abroad.

Data released by the Australian Bureau of Statistics on the March 12 quarter showed a 3 percent drop in tobacco consumption. Annual decline from December 2013 to December 2014 was 12.2 percent.

In a nutshell, plain packaging had greatly contributed to the reduced positive perceptions of cigarette packs among teenagers. At the same time, it also showed smokers were starting to pay more attention to the graphic health warnings.

Key findings of the evaluation include:

· Plain packaging has delivered on its aim to reduce appeal of packs, particularly with adolescents and young adults

· There was no evidence of an increase in the consumption of illicit "cheap white" cigarettes

· The impact of plain packaging extends beyond expectation with studies suggesting the initiative encourages thinking about quitting and quit attempts

"These papers provide the first comprehensive set of results of real world plain packaging and they are pointing very strongly to success in achieving the legislation's aims,” Professor Melanie Wakefield, from the Cancer Council, told The Adelaide Advertiser. "These results should give confidence to countries considering plain packaging that plain packs not only reduce appeal of tobacco products and increase the effectiveness of health warnings but also diminish the tobacco industry's ability to use packs to mislead consumers about the harms of smoking."

The papers are published in the BMJ journal Tobacco Control.

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