In a landmark step for the protection of health, Lao PDR has become the 25th country globally to introduce legislation requiring plain packaging for cigarettes.
The regulation, confirmed by the Minister of Health in mid-2024, will require all cigarette packs and cartons sold in the country, including in duty-free shops, to have plain, standardized packaging alongside one of 10 new health warning messages and labels. Tobacco companies have until December 5, 2024, to implement the requirement which applies to all cigarette brands.
“This is significant progress when it comes to saving lives, and safeguarding health against the harms of tobacco promotion and use,” said Dr Saia Ma’u Piukala, Regional Director, WHO Regional Office for the Western Pacific. “This milestone builds on Lao PDR’s complete ban on tobacco advertisement, promotion and sponsorship and world-leading 2021 ban of e-cigarettes and similar products.”
“It also demonstrates dedicated efforts by the Ministry of Health, Ministry of Industry and Commerce, Ministry of Public Security, Ministry of Finance, and other partners to protect families and communities. WHO is committed to supporting Lao PDR in its fight to overcome the harms of tobacco.”
Smoking is a major health issue in Lao PDR. The cost of treating smoking-related illnesses is significant, reaching 3.6 billion kip per year, about 2.3% of the national GDP.
“This is a commendable step towards protecting public health from tobacco, but there is further work to be done,” said Dr Timothy Armstrong, WHO Representative to Lao PDR. “Each year sees more than 6 700 people in Lao PDR – more than 17 per day – lose their lives due to tobacco use. The most impactful action is to increase tobacco taxes and make tobacco products less affordable. Currently, Lao PDR has the lowest tobacco tax rate in the ASEAN region. Increasing tobacco taxes, and removing tax exemptions for tobacco companies, will save lives and generate millions of dollars for development priorities.”
The introduction of plain packaging brings a cost-effective measure that involves regulations limiting or banning the use of logos, colors, brand images, or promotional information on tobacco product packages. Only brand names and product names are allowed, displayed in a uniform color and style.
Plain packaging is proven to reduce the attractiveness of tobacco products, eliminates tobacco packaging as a promotional tool, and prevents the use of misleading design techniques that suggest some products are less harmful. An important effect of plain packaging is increased noticeability and effectiveness of health warnings. Studies have shown that these warnings play a crucial role in discouraging young people from starting smoking and motivating current smokers to quit.
"The benefits of health warnings are numerous,” says WHO Lao PDR tobacco control expert Douangkeo Thochongliachi. “They remind smokers and non-smokers about the harmful effects of tobacco; a regular smoker sees a warning message thousands of times per year. Plain packaging reinforces this by making health warnings even more prominent.”
“Unfortunately, since the introduction of graphic health warning labels in Lao PDR in 2016, tobacco companies have failed to comply with the intention of this legislation, which has reduced the effectiveness of warning messages. The plain packaging legislation also empowers the Ministry of Health to periodically update graphic health warnings and labels to ensure their effectiveness and relevance, and more strongly enforce their use.”
WHO recommends that plain packaging be used as part of a comprehensive approach to tobacco control, which includes complete bans on tobacco advertising, promotion, and sponsorship, other tobacco packaging and labeling measures, and both supply and demand reduction measures such as tobacco taxes and ongoing enforcement of regulations.