Wakefield, Hayes, Durkin, and Borland (2013)
A rather one-sided review of the Australian plain packaging experiment entitled Introduction effects of the Australian plain packaging policy on adult smokers: a cross-sectional study. It was apparently a phone survey, and has been notoriously used as 'proof of success' since one of its conclusions was
Clearly, the implication that everyone who thinks about quitting, actually does, is nonsense.
The fact that these numbers equate to a nigh-on 10% difference in a cohort that seemed inclined to quit anyway doesn't really give much confidence in even the thoughts of the subjects:
Note, too, that no follow-up was every carried out. The authors of the report still don't know how many of those 57.1% (or, indeed 68.8%) actually gave up!
- That plain packaging study - Velvet Glove, Iron Fist blog