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Cigarette pack inserts are small cards inside the pack that provide information on the benefits of quitting and advice on how to quit. Canada is currently the only country to require inserts. Introduced in 2000, the original Canadian inserts featured textual messages about the benefits of quitting; these were updated in 2012 to include pictures.1 Research found that Canadian smokers who read the inserts at least a few times reported greater confidence in their ability to quit, more quit attempts and more quit attempts lasting 30 days or longer.1 2
Building on Australia’s successful comprehensive approach to tobacco control,3 the inside of packs represent an untapped opportunity for delivering supportive messages directly to all smokers. Pack inserts are inexpensive, with costs borne by the tobacco industry, and the positive and supportive information complements the motivating …
Contributors All authors (EB, EI, SJD and MAW) of this research letter directly participated in the planning, execution or analysis phases of the study, and have read and approved this, the final version of the research letter.
Funding This study was funded by Cancer Council Victoria.
Competing interests We are employed by a non-profit organisation that conducts public health interventions and advocacy aimed at reducing the harms of tobacco in the community, especially those pertaining to cancer.
Patient consent for publication Not required.
Provenance and peer review Not commissioned; externally peer reviewed.