From the MPower report , the WHO Report on the Global Tobacco Epidemic, 2008 (pages 40/41) (pdf format):
Health warnings on the packaging of all tobacco products are guaranteed to reach all users.
Tobacco manufacturers have always used packaging as a platform to reinforce brand loyalty and user's perceived self-image, particularly among young people.
Pack warnings reduce this marketing effect.
The industry also uses packaging to deceive smokers by employing false terms such as "light", "ultra-light", "low tar" or "mild",none of which actually signify any reduction in health risk (11).
Health warnings on tobacco packages increase smoker's awareness of their risk (83).
Use of pictures with graphic depictions of disease and other negative images has greater impact than words alone, and is critical in reaching the large number of people worldwide who cannot read.
Experience in Australia (88), Belgium, Brazil(89), Canada(90), Thailand and other countries (83) shows that strong health warnings on tobacco packages, particularly pictorial warnings, are an important information source for younger smokers and also for people in countries with low literacy rates.
Pictures are also effective in conveying messages to children -especially the children of tobacco users, who are most likely to start using tobacco themselves.
Although some countries already mandate pack warnings, standard vary widely. Many countries do not require warnings at all.
To be effective, warnings should be large, clear and legible, and include both pictures and words.
They should cover at least half of the pack's main display areas and feature mandated descriptions of harmful health effects and specific illnesses caused by tobacco use.
Written warnings should appear in countries' principal languages and use specified colours, backgrounds and font types and sizes to maximize visibility and ease of comprehension.
Warnings should appear on individual packs, on all outside packaging and on retail displays, and should be periodically rotated to remain interesting.
In 2005, the European Commission approved 42 pictures and colour images fro European Union Member States to adopt as rotating health warnings.
Policies mandating health warnings on tobacco packages cost governments nothing to implement.
Pictorial warnings are overwhelmingly supported by the public and generally encounter little resistance except from the tobacco industry itself.
Expanded warnings encourage tobacco users to quit and young people not to start, and help gain public acceptance of other tobacco control measures such as establishing smoke-free environments.
(Chart showing the impact of pictorial warnings on Brazilian smokers under the title "Smokers approve of pictorial warnings"). Source: http://datafolha.folha.uol.com.br/po/fumo_21042002.shtml
Comments