The introduction of plain packaging appears to have sparked a quick and dramatic increase in people wanting to quit smoking, according to a new study.
Calls to the NSW Quitline increased by 78 per cent in the four weeks after the world-leading move in October 2012 before starting to taper off.
"Our study demonstrates real behaviour change following the introduction of plain packaging," said lead author University of Sydney Professor Jane Young.
The response was more immediate and lasted longer than the 2006 introduction of graphic health warnings, said Prof Young, who is also scientific director at the Cancer Institute NSW.
Although there was a higher peak in calls after the 2006 move, the number of calls fell comparatively quickly, according to the report published on Monday by the Medical Journal of Australia.
"The impact of plain packaging appears to be significant, immediate and sustained," said Professor David Currow, CEO of the Cancer Institute NSW, which funded the study.
"Countries that introduce plain packaging can feel more confident that the policy has the intended effects."
He said packaging policy had a proven place alongside smoke-free areas, support programs and mass media campaigns.
The study did not show how many people gave up smoking after calling the quitline.
The authors said future investigations should measure this as well as the number who relapse or start smoking for the first time.
They also pointed out that the study shows an association between plain packaging and an increased number of Quitline calls, but "cannot prove causation".
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