In 2006, the ACCC ordered British American Tobacco to withdraw its ‘kiddie packs' from sale following complaints from public health groups that the packs breached the Trade Practices Act.

Discussion:

The issue of plain packaging on tobacco products was at the centre of renewed interest when news came to light in 2006 that British American Tobacco had used packaging to weaken graphic health warnings and introduce ‘kiddie packs' that could be more attractive to younger consumers. The term ‘kiddie packs' was coined by Quit Victoria, and subsequently adopted by the media.

This paper summarises the advocacy campaign driven by Quit, and other public health groups, aimed at drawing attention to the introduction of these products and urging prompt action to force their withdrawal from sale.

This paper outlines how carefully placed media stories and targeted media messages communicated to a broad audience that the introduction of ‘kiddie packs' was a deliberate attempt to undermine graphic health warnings, and attract a young market. In addition a formal complaint to the ACCC outlined how we believed the packaging breached a number of sections of the Trade Practices Act.

Conclusion:

The advocacy strategy around ‘kiddie packs' was successful in putting the issue of cigarette packaging on the public and political agenda, and was no doubt instrumental in the ACCC's decision to force their withdrawal from sale. The introduction of ‘kiddie packs' further illustrates that cigarette packaging is the cornerstone of tobacco industry marketing in an environment where more traditional forms of advertising are unavailable.