Research: kids say packaging has more influence than celebrities

01 April 2014

The power of packaging is twice as likely as celebrities to influence children (40% vs 20%) when they think about buying a product, according to a new YouGov survey - boosting the argument for putting tobacco in plain standardised packs to discourage children from smoking cigarettes. Cancer Research UK commissioned the survey which found that children aged 8 to 15 are more likely to think that bright, colourful or interesting packaging would tempt them to buy something than whether it was made by a well-known company, whether the product sponsored an event such as the Olympics, or even if it had a special point of sale display in store (Press Release Cancer Research UK, 18 March 2014).
Click here for the press release.

This item is also included in our monthly overview, the NVC Members-only Update. If you have any questions, please contact us:, +31-(0)182-512411.