Effectiveness of plain packaging for tobacco products: an overview of systematic reviews

Background Tobacco plain packaging eliminates the ability of the tobacco industry to use the cigarette pack as a marketing tool by removing branding and standardising pack design. This overview of systematic reviews synthesises recent evidence on the effectiveness of plain packaging. Methods Four electronic databases were searched to identify English-language peer-reviewed systematic reviews on plain packaging published between January 2017 and December 2025—the period after that covered by the most recent WHO evidence review—examining a broad range of outcomes related to product appeal, health warning effectiveness, smoking-relevant attitudes and perceptions, and smoking, cessation and purchasing behaviours. Results Across the five systematic reviews (published between 2017 and 2022) included in our overview, there is consistent evidence that plain packaging reduces cigarette pack appeal and positive perceptions of smoking without increasing illicit tobacco trade. Although evidence regarding the impact of plain packaging on smoking prevalence, consumption and cessation-related outcomes is inconclusive, there is evidence suggesting that plain packaging is associated with increased quit intentions among people who smoke. Conclusion The systematic reviews conducted since the most recent WHO review strengthen confidence in plain packaging as an effective tobacco control measure.