The Control of Smoking Products for Public Health Bill 2023 successfully passed when the majority of Parliament voted in its favour last month.
This marked two significant firsts: the first time there is a standalone Bill that covers all aspects of tobacco control (previously, the Food Act was predominantly used for tobacco control matters) and the first time we have a mechanism to regulate electronic cigarettes/vaping products.
With this foundation, the next important step would be in the execution of the law.
Within the regulatory framework, the Health Minister has the power to approve regulations that would be beneficial for public health.
These include requiring smoking and vaping products to be sold in plain packaging and to ban point-of-sale advertising and display.
Colourful marketing
Have you noticed how products come in a variety of shapes and colours?
These occur by design – colours can significantly impact consumer choices and perceptions, influencing emotions and purchase decisions.
Red can represent passion and excitement, blue for calmness, black and gold for luxury, green for environmental friendliness, pastels for softness, white for purity and a rainbow of colours may represent diversity.
These factors are carefully utilised by marketers to build customer loyalty through various mechanisms such as:
> Brand Identity
Consistent use of colour builds brand recognition.
When consumers see specific colours associated with a brand, they may subconsciously connect the colours with the brand’s values and identity.
In the case of cigarettes, the concept of being “macho” and “feminine” are both linked to colours such as red and light blue respectively.
> Emotional response
One of the more common themes in tobacco and vaping marketing is the concept of “freedom”.
This is ironic as these products surrender one’s ability to choose once they fall victim to nicotine, one of the most addictive substances known to us.
> Product perception
Colours can influence how consumers perceive a product.
Black, gold and silver convey sophistication and luxury.
Youth are targeted by more vibrant colours.
The array of vaping products that come in colours such as pink are thought to be a factor in inducing experimentation in children, especially when such colours are combined with the use of cartoon characters.
> Visibility and readability
The next time you go grocery shopping, take note of the items that grab your attention as you walk down the aisles.
Colour choices inevitably play a role, particularly high-contrast colours that enhance visibility.
> Gender preferences
Studies suggest that there are gender-related colour preferences.
Marketers often consider these preferences when targeting specific demographics.
For example, blue is commonly associated with masculinity, while pink is associated with femininity.
Understanding psychological associations with colours allows marketers to strategically use colour in branding, packaging and advertising to influence consumer behaviour and choice.
Product placement
The positioning and visibility of a product can significantly influence consumer choice, leading to strategic placement of products to maximise sales.
Just like colour, the placement of products is not a consequence of a happy accident.
There are several ways in which positioning can impact consumer behaviour:
> Eye-level placement
Products placed at eye level tend to attract more attention.
This prime location is often sought after by brands because it increases the chances of a consumer choosing their product over others.
> Cashier displays
Cashier queues are high-traffic areas.
Products featured in these displays have higher visibility and can capture the attention of shoppers, particularly when they loiter in waiting.
> Brand blocking
Grouping products from the same brand together, known as brand blocking, can enhance brand visibility and recognition.
Consumers looking for a specific brand may find it more easily when products are grouped together, more so if the framing of the shelves mirror that of the brand.
The strategic placement of products leverages consumer behaviour and psychology to optimise sales.
Retailers and brands carefully consider these factors to create an environment that encourages consumers to make choices based on visibility, accessibility, and contextual associations.
Plain packaging and point-of-sale display ban
Given the above, many countries have introduced the concept of plain packaging and point-of-sale display ban.
Plain packaging refers to the practice of removing most, if not all, branding elements from smoking and vaping product packaging.
The aim is to reduce the attractiveness of the products, minimise brand recognition and increase the visibility of health warnings.
Typically, plain packaging regulations dictate standardised packaging with uniform colours, fonts and minimal design elements.
A point-of-sale display ban places the products behind a screen, so that it is not readily visible and will need to be specifically asked for by a consumer.
This approach is employed as a public health strategy to discourage smoking and vaping, especially among young people.
It does not affect existing users, who will be able to ask for their usual products.
By eliminating distinctive branding, the hope is to reduce the perceived appeal of these products and make them less attractive.
Window of opportunity
The sale of smoking and vaping products are not merely a transaction; it is a culmination of strategic decisions that involve packaging, colour psychology, and positioning.
Stepping into this intricate dance is a way to mitigate their influence on consumer behaviour, especially amongst the youth.
With the new Bill in place, the Health Minister Datuk Seri Dr Dzulkefly Ahmad now has the authority to strengthen tobacco control regulations in Malaysia.
Introducing plain packaging and point-of-sale display bans will go a long way towards protecting our youth from being lifelong nicotine addicts.
Dr Helmy Haja Mydin is a consultant lung specialist and co-founder of Asthma Malaysia. For further information, email starhealth@thestar.com.my. The information provided is for educational and communication purposes only. The Star does not give any warranty on accuracy, completeness, functionality, usefulness or other assurances as to the content appearing in this column. The Star disclaims all responsibility for any losses, damage to property or personal injury suffered directly or indirectly from reliance on such information.
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