The Canadian government passed legislation to introduce plain packaging for tobacco products despite evidence that the policy doesn't work and is not supported by Canadians.
A study by Forum Research shows Canadians believe requiring plain packaging for cigarettes is an unnecessary waste of government resources. The research, commissioned by JTI, found that:
Eight out of ten Canadians (81%) believe that 'Branding on products matters as it gives consumers information about a product and helps distinguish one product from another.'
When applied specifically to cigarettes:
74% of Canadians believe that as tobacco is a legal product that adults are allowed to buy, tobacco companies should be allowed to brand their products.
The majority of Canadians (65%) think plain and standardised packaging is unnecessary; almost as many (64%) believe it to be a waste of government resources.
"Canadians are right to believe 'plain' packaging on tobacco products won't work," says Igor Dzaja, General Manager of JTI-Macdonald Corp. "The policy has failed in Australia, where it was introduced over five years ago – the government's own data shows that the long-term decline in smoking has stalled1 and the overall illegal market is now at 15% – its highest level on record."2
The Australian experience shows that consumer choice is now reduced to price when it comes to purchasing a tobacco product, and the cheapest product will always come from the illegal market. Untaxed and unregulated cigarettes already make up one-third of all cigarettes sold in Ontario and a ban on branding will only make this problem worse.
