About This Report

This report presents findings on the impact of plain packaging in Canada based on data collected from adult smokers before (2018) and after (2020) the introduction of plain packaging. Data from Canada are also present in the context with data from up to 25 other ITC Project countries - including Australia, England, France, and New Zealand, where plain packaging has also been implemented.
Unlike other ITC countries, Canada did not revise or enhance the large pictorial health warnings that have been on packs since 2012. This evaluation examines changes in pack appeal and support for plain packaging among adult smokers and disentangles the impact of plain packaging on the salience and effectiveness of health warnings without the confounding effects of changes to the size and content of the warnings.

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