Cigarettes sold in plain packaging, right, are seen next to previous packaging that featured branding, in Ottawa, on Thursday, Oct. 17, 2019. THE CANADIAN PRESS/Justin Tang

Cigarettes sold in plain packaging, right, are seen next to previous packaging that featured branding, in Ottawa, on Thursday, Oct. 17, 2019. THE CANADIAN PRESS/Justin Tang

Plain cigarette packs to hit shelves as ‘best in the world’ regulations kick in

All packaging will feature the same brown base colour, basic grey text and minimalist layout

Smokers will soon see their cigarette packs stripped of logos and distinctive designs as federal rules make drab brown the default colour for tobacco brands next week.

Plain-packaged cigarettes have started to pop up on shelves as the tobacco industry prepares for Health Canada’s regulations to take effect on Nov. 9, after which retailers will have a 90-day window to offload their remaining inventory.

All packaging will feature the same brown base colour, basic grey text and minimalist layout under the new requirements. The measures will also standardize the size and appearance of cigarettes, cigars and other products inside the packages.

Health experts and advocates say the policy positions Canada at the forefront of a global push to curb the appeal of cigarette brands, particularly among youth, and eliminate packages as pocket-sized promotions for Big Tobacco.

Rob Cunningham, a senior policy analyst at the Canadian Cancer Society, lauded Canada’s plain-packaging regulations as “the best in the world,” having learned from the examples of at least 13 other countries that have adopted similar measures.

Cunningham adds that Canada is leading the charge in eliminating extra-long and “slim” cigarettes, which tend to be marketed to women.

In 2021, slide-and-shell packages will become mandatory in Canada, providing a wider surface area that will display the largest health warnings in the world, he said.

“This measure is going to have an important difference, especially over time,” said Cunningham. “We will have kids who will grow up not exposed to branded packages.”

As regulators have cracked down on many forms of tobacco advertising, packages have become powerful branding tools to appeal to consumers, said University of Waterloo psychology professor Geoffrey Fong.

“The package designs (are) really amazingly glitzy and very attractive, especially to kids,” said Fong, the founder and chief principal investigator of the International Tobacco Control Policy Evaluation Project.

a“What we’ve found is that plain packaging has tremendous effects on reducing the appeal of these deadly products.”

Fong said cigarette packages are designed to deceive consumers into thinking some brands are less harmful than others. For example, he said, studies indicate that cigarette packages with light colours and white space are perceived to have lower health risks than dark-toned products.

Fong said there’s evidence suggesting that plain packaging reduces these misconceptions, while making health warnings more salient by eliminating eye-catching distractions.

In his own research, Fong found that less than 29 per cent of Canadian smokers were in favour of plain packaging — a lower level of support than any other “endgame” tobacco measure tested in the 2016 survey.

He interprets this result not as opposition to the policy, but uncertainty about what it will entail, projecting that approval will rise as smokers acclimate to the new norm.

Tobacco manufacturers expect there will be a learning curve as consumers adjust to the new look, and in some cases, new names of their preferred brands.

For example, Belmont Silver will be known as Belmont Select under the new rules for brand names prohibiting references to colours or filter characteristics.

Jeff Gaulin, director of external affairs at Rothmans, Benson & Hedges, said the company has been working to ensure that retailers are aware of the changes by updating the names in its ordering system months in advance, as well as setting up a website for consumers to find out what products will be affected.

“I think things will go pretty smoothly,” said Gaulin. “That said, there will still be some hiccups… There may be shortages, but if there are, I think they’ll be very, very minimal.”

While he said Rothmans, Benson & Hedges doesn’t oppose plain packaging for conventional cigarettes, Imperial Tobacco Canada objects to the policy on several fronts, said head of regulatory affairs Eric Gagnon.

“You’re changing the entire supply chain,” said Gagnon. “It’s not like you just turn a key on and off. You need to change all your artwork, all your equipment, retool all your machines, so obviously, it’s very costly and a very complex operation.”

Gagnon contends that plain packaging doesn’t work and boosts the illicit sale of tobacco products.

Other industry members have mounted similar criticisms, which the World Health Organization has described as “baseless” and “not supported by the evidence.”

Gagnon declined to comment on whether Imperial Tobacco is considering challenging the regulations in court, but Cunningham of the Canadian Cancer Society notes that tobacco companies have been fighting plain packaging in Canada since public-health officials first put forward proposals in 1994.

In the 25 years since, Cunningham said efforts have been bolstered by a growing body of evidence suggesting these policies have had an impact in other countries, and Canada may be next.

“All of these countries wouldn’t be doing this in the face of strong opposition from the tobacco industry if it wouldn’t work,” he said. “It’s a highly effective measure, and that’s why they’ve opposed it for so long, and that’s why we place great emphasis on it.”

READ MORE: First case of ‘probable’ vaping-related illness in B.C. ‘not surprising’: UBC prof

READ MORE: Juul halts sales of fruit, dessert flavours for e-cigarettes in U.S.

Adina Bresge, The Canadian Press


Like us on Facebook and follow us on Twitter.

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Police seized two fake guns and a knife on Saturday along Gladys Avenue in east Abbotsford.
Man arrested in Abbotsford after having fake gun for second time this year

Officers respond to all firearm calls as if the guns are real, police say

Tabor Home in Abbotsford. (Ben Lypka/Abbotsford News)
UPDATE: Tabor Home records 16 deaths and 124 COVID-19 cases

63 per cent of residents at Abbotsford long-term-care facility have tested positive

Elementary teacher Jo-Ann Lindahl poses with her students following an outdoor ‘closing circle’ in which they discussed what they had learned that day. (Image submitted)
Mission elementary teacher to receive national Indigenous educator award

Jo-Ann Lindahl named a 2020 Guiding the Journey: Educator Award recipient

Google Maps screenshot taken at 7:06 a.m.
Early-morning crash on Highway 1 has morning commuters in gridlock

Westbound crash occurred in Langley, west of 264th Street; left lane blocked

Swoop Airlines. (Contributed)
COVID-19 case reported on Abbotsford-bound flight last week

Affected flight landed in Abbotsford on Nov. 16

Provincial health officer Dr. Bonnie Henry updates B.C.’s COVID-19 situation at the B.C. legislature, Nov. 23, 2020. (B.C. government)
B.C. daily COVID-19 cases hits record 941 on Tuesday

Further restrictions on indoor exercise take effect

(Pixabay.com)
Man, 28, warned by Kootenay police to stop asking people to marry him

A woman initially reported the incident to police before they discovered others had been popped the question

Winston Blackmore (left) and James Oler (right) were sentenced on separate charges of polygamy this week in Cranbrook Supreme Court.
No more charges expected in Bountiful investigation, special prosecutor says

Special prosecutor says mandate has ended following review of evidence from Bountiful investigations

(Ashley Wadhwani/Black Press Media)
Refuse to follow B.C.’s mask mandate? Face a $230 fine

Masks are now required to be worn by all British Columbians, 12 years and older

BC Teachers' Federation President Teri Mooring is asking parents of school-aged children to encourage the wearing of masks when possible in schools. (THE CANADIAN PRESS/Chad Hipolito)
LETTER: Teachers union encourages culture of mask wearing in B.C. schools

BCTF President Teri Mooring asks parents to talk with children about wearing masks in school

Prime Minister Justin Trudeau speak to the media about the COVID-19 virus outside Rideau Cottage in Ottawa, Friday, Nov. 20, 2020. THE CANADIAN PRESS/Adrian Wyld
Canada’s inability to manufacture vaccines in-house will delay distribution: Trudeau

First doses of COVID-19 vaccine expected in first few months of 2021, prime minister says

Police lights
Vancouver elementary school locked down after unknown man walks into classroom

Police arrested the man and sent him for a psych evaluation

(Pixabay)
All dance studios, other indoor group fitness facilities must close amid updated COVID-19 rules

Prior announcement had said everything except spin, HIIT and hot yoga could remain open

B.C. Liberal interim leader Shirley Bond speaks to reporters from Prince George via Zoom conference, Nov. 24, 2020. MLAs are being sworn in for the legislature session this week, many of them also by video. (B.C. legislature)
B.C. Liberal leadership contest will wait for election post-mortem

Interim leader set to face NDP on payments for COVID-19

Most Read