The first research paper into the effects of plain packaging for cigarettes shows it increases smokers' urgency to quit and lowers the appeal of smoking.

The Cancer Council Victoria Research surveyed 500 smokers during the roll-out phase of the legislation late last year.

Of the smokers, about 70 per cent were smoking cigarettes from plain packets with large health warnings.

About 30 per cent were still smoking from the old branded packs with front-of-pack health warnings.

The research found smokers with the plain packs were more likely to perceive their tobacco as being lower in both quality and satisfaction, and were more likely to think about quitting.

Australia is the first country to implement plain packaging, and Quit Victoria says the research is consistent with studies in countries who are considering the move.

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"These early signs show that plain packaging is reducing the enjoyment of smoking because the packs are less visually appealing," Quit Victoria acting executive director Kylie Lindorff said.

"The larger graphic health warnings, which now cover almost the entire front of the pack, make it almost impossible for smokers to ignore the devastating harms of smoking.

"The promise of what is to come for one in two long-term smokers is pictured on the pack."

Federal Health Minister Tanya Plibersek says the new research proves Australia was right to push ahead with plain packaging laws.

"It backs up the anecdotal evidence that we had," she said.

"I had a lot of cross smokers ring my office asking what I'd done to the taste of cigarettes.

"Of course, we hadn't done anything to the taste of cigarettes, but the plain packaging was making them less appealing."

BAT says no behaviour change since law came in

British American Tobacco says the research was undertaken while branded packs were still in the marketplace, before plain packaging became law.

Spokesman Scott McIntyre says the company's own figures show consumers have not changed their purchasing behaviour since the implementation of plain packaging last year.

"We were very vocal for many years with our campaign, highlighting this would be the case," he said.

"It's still very early on, remembering we're the first country to go through it. To look at the situation properly you would wait longer to see if any trends started to take place, say 12 to 18 months.

"Australia is a mature market with heavy legislation and high levels of smoker education on the risks with tobacco and as such we've had a steady decline in smokers over the last 10 years. There has been no deviation to that trend since plain packs were introduced."

The UK government is currently considering whether to follow Australia's lead on plain packaging.

Last week British prime minister David Cameron said there was not yet sufficient evidence to justify switching to plain packaging in Britain.

But he was forced to deny Opposition claims that the decision had been influenced by his Australian election strategist Lynton Crosby, who runs a consultancy company which has worked for the tobacco industry.