2016年世界无烟日：为平装做好准备

世卫组织及其合作伙伴每年5月31日都会庆祝世界无烟日，强调烟草使用造成的健康风险，呼吁出台减少烟草消费的有效政策。

在2016年5月31日世界无烟日，世卫组织《烟草控制框架公约》秘书处将呼吁各国为平装（标准化包装）做好准备。

“平装可以减弱烟草制品的吸引力，去除害人烟草制品的魅力。它限制烟草广告和促销，限制误导性包装和标签，并有助于增强健康警语的有效性。”

——陈冯富博士

世界卫生组织总干事

什么是平装？

平装指的是指除以标准颜色和字体显示品牌名称和产品名称外，同时限制或禁止在包装上使用任何其他标识、颜色、品牌形象或推销文字的措施。

平装符合世卫组织《烟草控制框架公约》（世卫组织《公约》）中烟草产品包装和标签的相关条款（第11条），也符合其中烟草广告、宣传和赞助的相关条款（第13条）。中国已在2005年批准了该《公约》。

采用平装有何意义？

☞降低烟草制品的吸引力；

☞使烟盒包装失去广告和宣传作用；

☞处理可能暗示其产品危害小于其他产品的包装设计技巧；

☞使健康警示更明显、更有效。

在与一系列综合的控烟措施共同推行时，平装最为有效。这些控烟措施包括确保公共场所全面禁烟，提高烟草税，全面禁止烟草广告、促销和赞助以及使用图形健康警示等其他烟盒包装和标签的方法。

哪些国家或地区采用了平装？

2012年12月，澳大利亚成为全球首个全面采用平装的国家。此后，爱尔兰、法国和英国相继立法，规定自2016年5月起采用平装，另有许多国家也在考虑效仿——平装正迅速成为一种全球趋势！

是否有证据证明平装的有效性？

是的，有充分证据显示平装可以证明：

☞降低烟草制品的吸引力；

☞限制烟盒包装的广告和宣传作用；

☞限制烟盒包装上出现误导性信息；和

☞提高健康警示的效果。

平装会导致烟草产品非法交易增加吗？

关于平装会增加非法交易的猜测，缺乏合理的依据。这是烟草公司在混淆视听。在采用平装的国家或地区，政府仍然允许烟草公司在包装上添加防伪标识，一旦出现非法交易，政府也会采取一系列措施打击非法活动；我们也鼓励各国政府认可世卫组织《公约》缔约方认可的《消除烟草制品非法贸易议定书》。

平装会造成竞争加剧和价格下降吗？

不会。这也是烟草公司误导大众的言论。即使烟草公司针对平装降低价格，政府可以相应提高税收！

“尽管跨国烟草公司强烈抵制，也未能阻挡平装迅速成为一种全球趋势。中国若能出台一部严格完善的全国控烟立法，在其中规定使用图形健康警示，将可以抓住机遇，在引进平装的正确道路上更进一步。健康的中国 = 无烟的中国，长远来看，无烟的中国需要平装！”

原文：

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Get ready for plain packaging

“Plain packaging reduces the attractiveness of tobacco products. It kills the glamour, which is appropriate for a product that kills people. It restricts tobacco advertising and promotion. It limits misleading packaging and labelling. And it increases the effectiveness of health warnings,” says WHO Director-General Dr Margaret Chan.

Every year, on 31 May, WHO and partners mark World No Tobacco Day, highlighting the health risks associated with tobacco use and advocating for effective policies to reduce tobacco consumption.

For World No Tobacco Day, 31 May 2016, WHO and the Secretariat of the WHO Framework Convention on Tobacco Control are calling countries to get ready for plain (standardized) packaging of tobacco products.

What is plain packaging?

Plain packaging is tobacco packaging without tobacco company logos, colours, brand images or promotional information other than the brand and product names displayed in a standard font size and colour.  
Plain packaging is consistent with the WHO Framework Convention on Tobacco Control (WHO FCTC) provisions on packaging and labelling of tobacco products (Article 11), and tobacco advertising, promotion and sponsorship (Article 13). China ratified the WHO FCTC in 2005.  
What are the goals of plain packaging?

☞reduce the attractiveness of tobacco products;

☞eliminate the effects of tobacco packaging as a form of advertising and promotion;

☞address package design techniques that may suggest that some products are less harmful than others; 

☞increase the noticeability and effectiveness of health warnings.

Plain packaging works best as part of a comprehensive approach to tobacco control – including smoke-free public places, raising tobacco taxes, comprehensive bans on tobacco advertising, promotion and sponsorship as well as other tobacco packaging and labelling measures, such as graphic health warnings. Where has plain packaging been implemented?

Australia became the first country to fully implement plain packaging in December 202. Ireland, France and the United Kingdom have passed laws to begin implementing plain packaging from May 2016, and many other countries are considering following suit – plain packaging is fast becoming a global trend! 

Is ther evidence that palin packaging works?

Yes. There is very strong evidence that plain packaging:

☞reduces the attractiveness of tobacco products;

☞restricts use of the pack as a form of advertising and promotion;

☞limits misleading packaging; 

☞increases the effectiveness of health warnings. 

Won't plain packaging increase illicit trade in tobacco products?

There is no rational basis on which to predict that plain packaging will increase illicit trade. This is a false argument being run by the tobacco companies. Governments introducing plain packaging continue to permit tobacco companies to use anti-counterfeiting devices on product packaging, may use a range of enforcement responses to address any concerns about illicit trade; and are encouraged to ratify the WHO FCTC Protocol to Eliminate Illicit Trade in Tobacco Products. 

Won't plain packaging lead to increased competition and reduced prices?

No. This is another misleading argument being run by the tobacco companies. If tobacco companies drop their prices in response to plain packaging, governments can always put taxes up!  

“Plain packaging is fast becoming a global trend, despite the huge backlash from the multinational tobacco companies. China has an important opportunity to take a step in the right direction towards plain packaging with the adoption of a strong, comprehensive national smoke-free law which includes the introduction of graphic health warnings. Healthy China = Smoke-free China, and in the long term, Smoke-free China needs plain packaging of tobacco products!” said Dr Bernhard Schwartländer, WHO Representative in China.

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