RT Journal Article SR Electronic T1 Impact of plain packaging of cigarettes on the risk perception of Uruguayan smokers: an experimental study JF Tobacco Control JO Tob Control FD BMJ Publishing Group Ltd SP tobaccocontrol-2017-053639 DO 10.1136/tobaccocontrol-2017-053639 A1 Jeffrey E Harris A1 Gastón Ares A1 Mariana Gerstenblüth A1 Leandro Machin A1 Patricia Triunfo YR 2017 UL http://tobaccocontrol.bmj.com/content/early/2017/09/08/tobaccocontrol-2017-053639.abstract AB Background Uruguay, a South American country of 3.4 million inhabitants that has already banned tobacco advertising, prohibited such terms as light, mild and low-tar and required graphic warnings covering 80% of cigarette packs, is considering the imposition of plain, standardised packaging.Methods We conducted an experimental choice-based conjoint analysis of the impact of alternative cigarette package designs on the risk perceptions of 180 adult current Uruguayan smokers. We compared plain packaging, with a standardised brand description and the dark brown background colour required on Australian cigarette packages, to two controls: the current package design with distinctive brand elements and colours; and a modified package design, with distinctive brand elements and the dark brown background colour. Graphic warnings were also varied.Results Plain packaging significantly reduced the probability of perceiving the stimulus cigarettes as less harmful in comparison to the current package design (OR 0.398, 95% CI 0.333 to 0.476, p<0.001) and the modified package design (OR 0.729, 95% CI 0.626 to 0.849, p<0.001).Conclusions Plain packaging enhanced the perceived risk of cigarette products even in a highly regulated setting such as Uruguay. Both the elimination of distinctive brand elements and the use of Australia’s dark brown background colour contributed to the observed effect.