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Change in public support for the introduction of plain packaging and new, enlarged graphic health warnings in the Australian state of Victoria, 2011–2013
  1. Linda Hayes,
  2. Melanie A Wakefield,
  3. Emily Bain
  1. Centre for Behavioural Research in Cancer, Cancer Council Victoria, Melbourne, Victoria, Australia
  1. Correspondence to Professor Melanie A Wakefield, Centre for Behavioural Research in Cancer, Cancer Council Victoria, 615 St Kilda Road, Melbourne, VIC 3004, Australia; Melanie.Wakefield{at}cancervic.org.au

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Introduction

Since December 2012, all Australian tobacco products have been supplied in packaging that is a standardised drab brown colour with uniform fonts. The implementation of plain packaging coincided with the introduction of refreshed graphic health warnings (GHWs) that increased in size from 30% to 75% of the pack face, with coverage of the pack rear maintained at 90%.1

A slight rise in opposition to plain packaging among Australian smokers was reported immediately prior to implementation, followed by a significant increase in support, from 28% preimplementation (late 2011 to early 2012) to 49% postimplementation (early 2013).2 No data on the views of former or never smokers have previously been published.

Methods

We undertook cross-sectional telephone surveys in November and early December of 2011, 2012 and 2013 with representative samples of adults who reside within the Australian State of Victoria. The …

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