Cigarettes sold in plain packaging, right, are seen next to previous packaging that featured branding, in Ottawa, on Thursday, Oct. 17, 2019. THE CANADIAN PRESS/Justin Tang

Cigarettes sold in plain packaging, right, are seen next to previous packaging that featured branding, in Ottawa, on Thursday, Oct. 17, 2019. THE CANADIAN PRESS/Justin Tang

Plain cigarette packs to hit shelves as ‘best in the world’ regulations kick in

All packaging will feature the same brown base colour, basic grey text and minimalist layout

Smokers will soon see their cigarette packs stripped of logos and distinctive designs as federal rules make drab brown the default colour for tobacco brands next week.

Plain-packaged cigarettes have started to pop up on shelves as the tobacco industry prepares for Health Canada’s regulations to take effect on Nov. 9, after which retailers will have a 90-day window to offload their remaining inventory.

All packaging will feature the same brown base colour, basic grey text and minimalist layout under the new requirements. The measures will also standardize the size and appearance of cigarettes, cigars and other products inside the packages.

Health experts and advocates say the policy positions Canada at the forefront of a global push to curb the appeal of cigarette brands, particularly among youth, and eliminate packages as pocket-sized promotions for Big Tobacco.

Rob Cunningham, a senior policy analyst at the Canadian Cancer Society, lauded Canada’s plain-packaging regulations as “the best in the world,” having learned from the examples of at least 13 other countries that have adopted similar measures.

Cunningham adds that Canada is leading the charge in eliminating extra-long and “slim” cigarettes, which tend to be marketed to women.

In 2021, slide-and-shell packages will become mandatory in Canada, providing a wider surface area that will display the largest health warnings in the world, he said.

“This measure is going to have an important difference, especially over time,” said Cunningham. “We will have kids who will grow up not exposed to branded packages.”

As regulators have cracked down on many forms of tobacco advertising, packages have become powerful branding tools to appeal to consumers, said University of Waterloo psychology professor Geoffrey Fong.

“The package designs (are) really amazingly glitzy and very attractive, especially to kids,” said Fong, the founder and chief principal investigator of the International Tobacco Control Policy Evaluation Project.

a“What we’ve found is that plain packaging has tremendous effects on reducing the appeal of these deadly products.”

Fong said cigarette packages are designed to deceive consumers into thinking some brands are less harmful than others. For example, he said, studies indicate that cigarette packages with light colours and white space are perceived to have lower health risks than dark-toned products.

Fong said there’s evidence suggesting that plain packaging reduces these misconceptions, while making health warnings more salient by eliminating eye-catching distractions.

In his own research, Fong found that less than 29 per cent of Canadian smokers were in favour of plain packaging — a lower level of support than any other “endgame” tobacco measure tested in the 2016 survey.

He interprets this result not as opposition to the policy, but uncertainty about what it will entail, projecting that approval will rise as smokers acclimate to the new norm.

Tobacco manufacturers expect there will be a learning curve as consumers adjust to the new look, and in some cases, new names of their preferred brands.

For example, Belmont Silver will be known as Belmont Select under the new rules for brand names prohibiting references to colours or filter characteristics.

Jeff Gaulin, director of external affairs at Rothmans, Benson & Hedges, said the company has been working to ensure that retailers are aware of the changes by updating the names in its ordering system months in advance, as well as setting up a website for consumers to find out what products will be affected.

“I think things will go pretty smoothly,” said Gaulin. “That said, there will still be some hiccups… There may be shortages, but if there are, I think they’ll be very, very minimal.”

While he said Rothmans, Benson & Hedges doesn’t oppose plain packaging for conventional cigarettes, Imperial Tobacco Canada objects to the policy on several fronts, said head of regulatory affairs Eric Gagnon.

“You’re changing the entire supply chain,” said Gagnon. “It’s not like you just turn a key on and off. You need to change all your artwork, all your equipment, retool all your machines, so obviously, it’s very costly and a very complex operation.”

Gagnon contends that plain packaging doesn’t work and boosts the illicit sale of tobacco products.

Other industry members have mounted similar criticisms, which the World Health Organization has described as “baseless” and “not supported by the evidence.”

Gagnon declined to comment on whether Imperial Tobacco is considering challenging the regulations in court, but Cunningham of the Canadian Cancer Society notes that tobacco companies have been fighting plain packaging in Canada since public-health officials first put forward proposals in 1994.

In the 25 years since, Cunningham said efforts have been bolstered by a growing body of evidence suggesting these policies have had an impact in other countries, and Canada may be next.

“All of these countries wouldn’t be doing this in the face of strong opposition from the tobacco industry if it wouldn’t work,” he said. “It’s a highly effective measure, and that’s why they’ve opposed it for so long, and that’s why we place great emphasis on it.”

READ MORE: First case of ‘probable’ vaping-related illness in B.C. ‘not surprising’: UBC prof

READ MORE: Juul halts sales of fruit, dessert flavours for e-cigarettes in U.S.

Adina Bresge, The Canadian Press


Like us on Facebook and follow us on Twitter.

Just Posted

A man and woman, both 33 and from Kelowna, were arrested on Postill Lake Forest Service Road in possession of two stolen vehicles Friday, May 14, 2021. (File photo)
Kelowna duo arrested with stolen vehicles after ‘brief’ bicycle getaway attempt

A man and a woman were arrested on a forest service road on numerous pending charges

The warm weather means time for a camping trip, or at least an excursion into nature. How much do you know about camps and camping-related facts? (John Arendt - Summerland Review)
QUIZ: Are you ready to go camping?

How many camp and camping-related questions can you answer?

People in Kelowna’s City Park on May 18, 2020. (Michael Rodriguez - Capital News)
Search crews looking for missing diver in Okanagan Lake near Kelowna’s City Park

At around 2:50 p.m., RCMP received reports of a diver missing.

The future of the Okanagan Lake watershed land use will be subject of a new study supported by a $300,000 grant from the Vancouver Foundation. (Contributed)
Grant to help develop Okanagan Lake protection strategy

Study receives $300,000 grant from the Vancouver Foundation.

COVID-19 virus. (Black Press Media file)
COVID-19 outbreak declared over at Kelowna retirement home

The outbreak at Sandalwood Retirement Resort was initially announced by Interior Health on April 23

Daily confirmed COVID-19 cases reported to B.C. public health, seven-day rolling average in white, to May 12, 2021. (B.C. Centre for Disease Control)
B.C. preparing ‘Restart 2.0’ from COVID-19 as June approaches

Daily infections fall below 500 Friday, down to 387 in hospital

A vial of AstraZeneca vaccine is seen at a mass COVID-19 vaccination clinic in Calgary, Alta., Thursday, April 22, 2021. Dr. Ben Chan remembers hearing the preliminary reports back in March of blood clots appearing in a handful of European recipients of the Oxford-AstraZeneca COVID-19 vaccine. THE CANADIAN PRESS/Jeff McIntosh
Science on COVID, VITT constantly changing: A look at how doctors keep up

While VITT can represent challenges as a novel disorder, blood clots themselves are not new

KCR Migrant Support Worker, Javier, had an exciting day escorting his son Ian with him during ‘Take your Child to Work Day’!
KCR: Volunteering is being part of a whole

KCR Community Resources shares stories of its volunteers in a weekly column

Poached trees that were taken recently on Vancouver Island in the Mount Prevost area near Cowichan, B.C. are shown on Sunday, May 10, 2021. Big trees, small trees, dead trees, softwoods and hardwoods have all become valuable targets of tree poachers in British Columbia as timber prices hit record levels. THE CANADIAN PRESS/Jen Osborne.
Tree poaching from public forests increasing in B.C. as lumber hits record prices

Prices for B.C. softwood lumber reached $1,600 for 1,000 board feet compared with about $300 a year ago

The BC Conservation Officer Service (COS) handed out fines to two anglers on Shuswap Lake who were both casting more than one line, in violation of provincial regulations, Saturday, May 15, 2021. (COS photo)
Conservation officers snag Shuswap anglers for unlawful fishing

Two anglers were given $150 fines for casting two lines at once, against provincial regulations

On Friday, May 14 at Meadow Gardens Golf Club in Pitt Meadows, Michael Caan joined a very elite club of golfers who have shot under 60 (Instagram)
Cannabis bought in British Columbia (Ashley Wadhwani/Black Press Media)
Is it time to start thinking about greener ways to package cannabis?

Packaging suppliers are still figuring eco-friendly and affordable packaging options that fit the mandates of Cannabis Regulations

Crowds at English Bay were blasted with a large beam of light from an RCMP Air-1 helicopter on Friday, May 14. THE CANADIAN PRESS/Marc Grandmaison
Police enlist RCMP helicopter to disperse thousands crowded on Vancouver beach

On Friday night, police were witness to ‘several thousand people staying well into the evening’

Lynda Saundry, born 1961, is charged with the murder of North Okanagan resident Barry Jones in July 2020. Saundry will appear in Vernon court May 17, 2021, to fix a date for a preliminary inquiry. (Facebook public photo)
North Okanagan murder suspect to be tried by judge and jury

Lynda Saundry is charged with the first-degree murder of Barry Jones in July 2020

Most Read