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Gac Sanit. 2017 Jan - Feb;31(1):62-65. doi: 10.1016/j.gaceta.2016.07.020. Epub 2016 Oct 24.

[The plain packaging of tobacco products: a new strategy for tobacco control].

[Article in Spanish]

Author information

  • 1Departamento de Comercialización e Investigación de Mercados, Facultad de Ciencias Económicas y Empresariales, Universidad de Granada, Granada, España. Electronic address:
  • 2Unidad de Tabaquismo, Departamento de Medicina, Psiquiatría y Dermatología, Facultad de Medicina, Universidad de Zaragoza, Zaragoza, España.
  • 3Departamento de Marketing y Comunicación, Facultad de Ciencias Económicas y Empresariales, Universidad de Cádiz, Cádiz, España.


There is evidence that global tobacco smoking control policies contribute to decrease the prevalence of smoking among populations, so there is a need to effectively implement different measures in a coordinated way. The plain packaging and labelling of tobacco products is one of the measures proposed by the World Health Organisation Framework Convention on Tobacco Control. At the moment, leading countries are implementing this tobacco control measure, which involves a plain packaging for all tobacco products, i.e., the absence of any promotional or communication tool in the packaging, except the name of the brand, appearing with a standardised font, size, colour and placing in the pack. Australia was the first country to implement this measure in 2012 and recently other countries are legislating and approving it. In Spain, tobacco legislation (2005 and 2010), was an important advance in tobacco control policies. The introduction of plain packaging in Spain would mean the next step in the development of a global strategy for fighting this significant health problem. The aim of this article is to synthesise in a structured manner the role that the packaging of tobacco products has within marketing and communication strategies, as well as to describe the potential effects that the plain packaging has on some aspects of smoking behaviour, according to current literature.


Embalaje de productos; Políticas públicas de salud; Product packaging; Productos de tabaco; Public health policy; Tabaco; Tobacco; Tobacco products

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