TY - JOUR T1 - Measuring the effect of cigarette plain packaging on transaction times and selection errors in a simulation experiment JF - Tobacco Control JO - Tob Control SP - 572 LP - 577 DO - 10.1136/tobaccocontrol-2011-050087 VL - 21 IS - 6 AU - Owen B J Carter AU - Brennen W Mills AU - Tina Phan AU - Jonathon R Bremner Y1 - 2012/11/01 UR - http://tobaccocontrol.bmj.com/content/21/6/572.abstract N2 - Introduction Australia has introduced legislation to force all cigarette packaging to be generic from 2012 onwards. The tobacco retail industry estimates this will result in transaction times increasing by 15–45 s per pack and is spending at least $A10 million of tobacco industry funds on an advertising campaigns claiming that the increased time and errors associated with plain packaging will ultimately cost small businesses $A461 million per annum and endanger 15 000 jobs. We undertook an objective experiment to test these claims. Methodology Participants (n=52) were randomly assigned to stand in front of a display of either 50 plain or coloured cigarette packets and then were read a randomly ordered list of cigarette brands. The time participants took to locate each packet was recorded and all selection errors were noted. After 50 ‘transactions’, participants repeated the entire experiment with the alternative plain/coloured packs. Afterwards, participants were asked in an open-ended manner whether plain or coloured packaging was easier to locate and why. Results The average transaction was significantly quicker for plain compared with coloured packs (2.92 vs 3.17 s; p=0.040). One or more mistakes were made by 40.4% of participants when selecting coloured packaging compared with only 17.3% for plain packaging (p=0.011). Qualitative results suggested that the colours and inconsistent location of brand names often served to distract when participants scanned for brands. Conclusion Rather than plain packaging requiring an additional 45 s per transaction, our results suggest that it will, if anything, modestly decrease transaction times and selection errors. ER -