By Matthew Theunissen, The New Zealand Herald
A new study has discredited the tobacco industry's assertion that there is no proof plain packaging on cigarette packs reduces the appeal of smoking.
Scientists from Canada, the United States and Brazil conducted a study of 640 young Brazilian women to determine if cigarettes had the same appeal when presented in plain packaging.
"The women in this study rated branded packs as more appealing, more stylish and sophisticated than the plain packs," said study leader David Hammond of the University of Waterloo, Canada.
"They also thought that cigarettes in branded packs would be better tasting and smoother. Removal of all description from the packs, leaving only the brand, further reduced their appeal. In the pack offer test, participants were three times more likely to choose the branded pack as a free gift."