FACTSHEET 4: DON’T JUDGE A BOOK BY ITS COVER

It is important to approach the consideration of plain packaging with extreme caution. Plain packaging will further erode the competitiveness of the legal industry against illicit trade, potentially leading to increased consumption of unregulated products and undermining both public health objectives and tax revenues.

There are substantial grounds for scepticism regarding the efficacy of plain packaging in reducing smoking rates, particularly in a country like South Africa with high levels of illicit trade.

Evidence from countries that have introduced plain packaging, including Australia, the UK and France, show mixed results at best — with some studies indicating no significant reduction in smoking prevalence and others suggesting potential increases in consumption. These outcomes raise serious questions about the policy’s effectiveness, particularly when applied to South Africa’s complex tobacco landscape.

The high prevalence of illicit trade in our market introduces additional complications. Operating outside the law, illicit traders would likely continue to produce branded packs, giving them a significant competitive advantage.