Women get less satisfaction when smoking cigarettes that come in plain packaging, according to a new study.
The research, published in the British Medical Journal (BMJ), involved 187 female smokers who used plain brown packets of cigarettes.
The results found that they were more embarrassed about smoking from plain packs and felt more negative about it, even though they were using their usual brand.
They also reported smoking fewer cigarettes, stubbing out cigarettes early, smoking less around others and thinking more about quitting.
Lead author of the study, Dr Crawford Moodie, said: “The study offers an insight into how packaging could be used to help reduce the appeal of tobacco products rather than offering the tobacco industry a chance to market their product.”