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New research conducted locally by the Pakistan Institute of Development Economics (PIDE) has indicated that an increase in cigarette prices encourages smokers to quit.

In a study titled, "Switch, Reduce, or Quit: How smokers respond to tobacco tax increases in Pakistan," the research revealed that a 50% price increase would result in an equivalent percentage reduction in smoking. Researchers stated that the majority of smokers prefer to quit entirely rather than switch to another brand.

Allegedly, only 9% of smokers would switch brands, while the rest would quit or reduce the amount they smoke. Of the 9% who said they would switch, about 15% would switch to non-tobacco products. Therefore, the report concluded that the rate of switching between brands and other tobacco products would only be equivalent to 7%.

Another study shows price increases could save millions of lives

Similarly, a 2018 study published in BMJ showed that increasing the cost of a pack of cigarettes by 50% would encourage millions of people to quit smoking. Study author Professor Prabhat Jha, from the University of Toronto and St. Michael's Hospital, said that an increase in cigarette prices would not only save millions of lives but also improve the financial situation for many.

Data collected indicated that a price increase would lead to approximately 450 million years of life gained in 13 countries, half of which are in China. "Increased tobacco taxes not only reduce smoking and its health consequences, but the findings of this study are also relevant to the UN's sustainable development goals of reducing poverty and improving health," said one of the study authors.

Increasing smoking rates in Australia, despite high cigarette prices

However, data from Australia seems to indicate the opposite. In August 2017, prominent public health expert from the University of New South Wales, Dr. Colin Mendelsohn, pointed out that increased cigarette prices clearly did not deter people from smoking. In fact, figures obtained from the Australian Institute of Health and Welfare unfortunately showed that local smoking rates increased, despite cigarette prices in Australia being above average.

"For the first time, there has been no statistically significant decline in smoking rates, and an increase in the number of smokers in Australia," Mendelsohn said at the time. For the first time, he added, Australia's smoking rate had surpassed that of the US. "This is despite plain packaging and the most expensive cigarette prices in the world."

A pack of cigarettes in Australia costs an average of $25.10, while in the UK and US they cost $14.80 and $8.50 respectively.

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