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Smoking

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In 2007 35% of the adult population in Australia smoked. Currently in this day and age it has been reduced to around 19%.
Smoking is the only legal product in the world that if used exactly to the manufactures directions will do you harm. For this important reason they are categorically different to any other legal product in the world- and therefore its availability should be tightly regulated and have their own set of rules. Guns, alcohol, junk food and motorcycles can all be used in safe, useful and enjoyable manners.
Cigarettes on the other hand can’t be used in a harmless manner. Even in moderation they are doing the smoker and those around them immense harm to their health.

Since the first of December 2012, cigarette and tobacco packaging has been plain in Australia.

After having spent time understanding brand and their power over people I can only applaud the federal government for their actions. They have systematically pulled all of the marketing levers out from under the tobacco companies’ feet.

Building a brand is usually very difficult- unless you have a highly addictive product, in which case it’s very easy. All you need is three things: 1. Ensure people try your product. 2. Pair it with aspirational imagery. 3. Ensure it’s easily available
The highly addictive nature of cigarettes will look after the rest. However the Australian government has slowly and successfully prevented tobacco companies from doing just those three things.

To prevent the ‘easily available’ aspect of the marketing plan, cigarettes have been put behind cabinets and need to be asked for by name. There are tighter age restrictions for purchases. Importantly taxes have made them very expensive and these all contribute to them becoming less available hence less desirable.

Banning advertisement in the 1980’s and 1990’s was the beginning of this.

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