Spotlight On ... Psychological effects of plain packaging cigarettes

In March, the government introduced plain packaging as part of a comprehensive tobacco control programme. This means tobacco companies are no longer be able to sell cigarettes in branded packaging; instead they are sold in generic olive brown packets retaining the enlarged graphic health warnings which are already prominent on the current branded packets. Justinn Cochran has spent the last four years researching the effects of tobacco packaging. We talk to her about her work, the psychological impact of tobacco imagery and how this can contribute to the country’s smokefree 2025 goal.