Will plain packaging of cigarettes achieve the expected ? :Perception among Medical Students

Objective: The objective of this study to explore the perceptions of undergraduate medical students regarding plain packaging and new pictorial warnings before they came to in use in Turkey. Method: A qualitative study which was carried out among undergraduate students at Marmara University School of Medicine. Researchers designed one standard and 10 plain packages with different pictorial warnings. The group members were asked to discuss their perceptions and compare these packages regarding their possible impact on smoking behavior. Method: A total of 59 students participated in the study. Only a few of the students have heard the term ‘plain packaging’ before and none had seen one.Plain packages were mostly found as more ‘attractive’ compared to the standard cigarette packs. Some of the students indicated that plain packages had a ‘minimalist design’ which made them look as more ‘elegant’ and appealing compared to the standard cigarette packs. The students perceived plain packages as mostly positive. The terms used for plain packages were as follows: beautiful, attractive, elegant, cool/eye catching, appealing/desirable, elite, classy/high class, good quality, reassuring and minimalist. So some students indicated that they would prefer a plain package over a standard pack. Conclusion: Plain packaging can be perceived as a more attractive alternative of a standard pack among some medical students. We should keep in mind that plain packaging might have unforeseen and changing effects on young adults in different cultures or communities.Pictorials on the plain package are more visible and noticeable compared to the standard packs.