There was some discussion on this blog at the weekend about the nature of the YouGov poll, commissioned by ASH, that found a significant majority of people in favour of plain packaging.
The Observer (part of the holier-than-thou Guardian Media Group), ran the story under the headline 'Public backs plans to remove branding from cigarette packets'.
The paper began its report with the statement that:
Almost two thirds of people support moves to sell cigarettes in plain packaging, suggesting tobacco companies will soon lose the battle to protect their brands' identities.
This morning, as we were walking out of the Daybreak studio (see previous post), ASH's Deborah Arnott turned to me in the lift and reiterated the message that a majority of people support plain packaging.
"I'd love to know what question was asked," I replied.
Unfortunately I can't pass on that information because I don't have it. Instead, let me share with you an earlier YouGov/ASH survey on plain packaging conducted in March 2011. Participants were asked:
If there was evidence that plain packs were likely to discourage children and young people from taking up smoking, how strongly, if at all, would you support or oppose making tobacco companies sell their cigarettes in standard plain packs?
If there was evidence that plain packs make health warnings more effective, how strongly, if at all, would you support or oppose making tobacco companies sell their cigarettes in standard plain packs?
It is now against the law to use terms like “light” and “mild” on cigarette packs because they give the misleading impression that these types of cigarettes are less harmful than full strength ones. However, colour coding can still be used to signal the strength of cigarettes, as in the image above. If there was evidence that plain packs were less likely to give the false impression that one type of cigarette is safer than another. How strongly, if at all, would you support or oppose making tobacco companies sell their cigarettes in standard plain packs?
If there was evidence that plain packs were less attractive to children and young people than branded packs, how strongly, if at all, would you support or oppose making tobacco companies sell their cigarettes in standard plain packs?
As you can see there are a lot of 'ifs' in those questions. In fact, if we were so inclined I'm sure we could make up questions that would get a very different response. For example:
Would you support plain packaging if there is evidence that it will encourage illicit trade, making it easier for children to have access to cheap cigarettes?
Would you support plain packaging of tobacco if there is evidence that it will lead to plain packaging of alcohol and fast food?
Would you support plain packaging if there is no good evidence that it will have any impact youth smoking rates?
Yes, anyone can play that game. I'm just surprised they didn't ask:
Would you support plain packaging if there is evidence that it will lead us to the Holy Grail and the promise of eternal life?
Update: I have re-written this post because Deborah rang to point out that the questions I was referring to were from an ASH/YouGov survey published in March 2011, not the poll published over the weekend. My mistake.
To clear up any confusion Deborah has offered to send me the details of the latest ASH poll. I have since been told that only one question was asked but I am still waiting to hear what it was. As soon as I find out I will update this post accordingly.
Watch this space!