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Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Tobacco packaging as promotion
Authors: Moodie, Crawford
Hastings, Gerard
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Keywords: tobacco
Framework Convention on Tobacco Control
Issue Date: Apr-2010
Publisher: BMJ Publishing Group
Citation: Moodie C & Hastings G (2010) Tobacco packaging as promotion, Tobacco Control, 19 (2), pp. 168-170.
Abstract: Almost twenty years ago it was suggested that restrictions in tobacco advertising would only be partly successful as the ‘pack itself is a powerful form of advertising’. These words have proved prescient as the pack has indeed emerged as the primary marketing tool in jurisdictions with tight marketing controls. In the UK, for instance, following the introduction of the Tobacco Advertising and Promotion Act between 2003 and 2005, which banned all forms of tobacco advertising and promotion, the pack has became the main marketing driver. Moodie and Hastings explain how UK tobacco industry marketing documents from between 1995 and 2000 both predicted the increasing importance of the pack in the face of marketing restrictions and highlighted the different ways the pack can be employed to promote the product, via what they refer to as value, image and innovation (or gimmick) packaging.
Type: Journal Article
DOI Link:
Rights: Published in Tobacco Control. Copyright © 2010 by the BMJ Publishing Group Ltd.; This article has been accepted for publication in Tobacco Control (TC). The definitive copyedited, typeset version, Tobacco Control, Volume 19, Issue 2, pp. 168 - 170, is available online at :
Affiliation: Institute for Social Marketing
Institute for Social Marketing

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