A sensible editorial
The Herald editorial today is sensible in its attack on plain packaging as the silver bullet in stopping fools from smoking:
Diehard smokers must be accustomed to the legislative insult by now. Banished from public places, taxed mercilessly, assailed with simple health warnings, assumed to be helpless victims of tobacco companies, they are now to be saved from branded packaging.
The Government has been persuaded to follow Australia’s decision requiring cigarettes to be sold in plain packs.
The theory seems to be that if all brands are forced into the same style of packet – perhaps a dirty light brown, dominated by health alerts and grisly pictures, the manufacturer identified in small type of a standard font – smoking will lose much of its remaining appeal. This must be the insult to trump them all.
It is utterly ridiculous to suggest plain packaging wills top idiots from killing themselves slowly.
The tobacco industry has suggested that they will initiate a legal challenge to the proposed legislation. The Herald thinks differently:
In a vigorous response to proposed plain pack legislation in Australia the industry went so far as to threaten to slash the price of cigarettes if it was passed. Price, not packaging, is the most effective weapon against smoking, as the anti-smoking campaign well knows.
Fortunately, the price response was only a threat. When the legislation was passed, one company found a less harmful way to reply. Winfield put a line of cigarettes on the French market in packets branded with a leaping Kangaroo and carrying the slogan, “an Australian favourite”.
Humour is the proportionate response for a heavy-handed policy that will probably have minimal effect on the industry’s profits or the incidence of smoking. Plain packs seem unlikely to bring the anti-smoking campaign much closer to its goal of a smokefree New Zealand by 2025. That goal, endorsed by the Government, could require much more drastic steps, especially in taxation.
The tobacco lobbyists seem blessed with a special kind of stupid…instead of being creative they go for corporate legalese as the solution.
If I was a tobacco company I would have announced that they welcomed the plain packaging rules. The legislation would remove the costly need to brand marketing and consequently allow them to make even more money from selling tobacco products because plain packaging is much cheaper. It is after all the rationale behind plain packaging of supermarket home brands. They could also standardise their offerings as well removing the need to brand testing and they could also further increase profits by using lower quality tobacco, since branding is gone, so too should taste and flavour. All in all they could even lower the price of cigarettes and make bigger profits.
Plain packaging won’t stop idiots smoking.



