Graphic health warnings need to cover almost the entire surface of
cigarette packages if they are to become more effective in convincing
smokers to kick the deadly habit, new Health Canada research found. (here the report in pdf format).
"Findings suggest that increasing the current size of warnings of
cigarette packages is not very effective to negatively affect image of
smokers or perception of cigarette product attributes, unless health
warning messages occupy the entire front panel," the study states.
Cigarette packs need to have horrific graphics to deter teens: research - Canwest News Service
September 5, 2008
Sarah Schmidt
[Photo cutline]: Graphic health warnings on cigarette packages need to cover almost the entire surface of smoke packs if they are to become more effective in convincing smokers to kick the deadly habit, new Health Canada research found.
Graphic health warnings need to cover almost the entire surface of cigarette packages if they are to become more effective in convincing smokers to kick the deadly habit, new Health Canada research found.
The department set out to find out whether increasing the warning size from the current level - 50 per cent of the panel's surface - to 75, 90 or 100 per cent of cigarette packages would have a greater effect on smokers.
The research, conducted by Montreal-based polling firm Createc on behalf of Health Canada, found that increasing the size of health warning to cover 75 per cent of cigarette packages would only have a "small impact" and over time would unlikely remain more effective than the current coverage of 50 per cent.
After interviewing 730 adult smokers, 306 teen smokers and 440 teens who are likely to start smoking, the firm found that warnings need to cover at least 90 per cent of the package for the negative messages about smoking to achieve "substantial" and "significant" effects on most indicators.
These indicators include perceived communication impact, personal persuasiveness, smoker image, product image, emotional impact and packaging attractiveness.
These results build on research released earlier this year, conducted by Environics on behalf of Health Canada, which found that the current graphic health warnings on cigarette packages covering half the pack are failing to encourage the majority of smokers to quit. More than half of smokers - 57 per cent - said they are unmoved by these graphic warnings, up five points from five years earlier.
According to the new research, when it came to smoker image and product image among the teens surveyed, these image indicators had to cover the entire cigarette package to make a substantial difference; 90 per cent coverage was not enough.
"Findings suggest that increasing the current size of warnings of cigarette packages is not very effective to negatively affect image of smokers or perception of cigarette product attributes, unless health warning messages occupy the entire front panel," the study states.
Among adult and teen smokers, each percentage point of surface increase from 90 to 100 delivered more impact than each point increase from 50 to 75 per cent coverage.
Melodie Tilson, an expert in tobacco packaging and the director of policy for the Non-Smokers' Rights Association, said this is the most important finding.
"What really stood out is going from 90 per cent to 100 per cent made a huge difference," said Tilson, characterizing the move to plain packaging and "eliminating the ability of the industry to promote smoking" as the "logical next step in tobacco control."
Health Minister Tony Clement is poised to make a tobacco-control announcement to further curb smoking in Canada.
The announcement, originally scheduled for Wednesday, was postponed due to a scheduling conflict. Clement's office would not say whether the details will be unveiled before an expected federal election call.
Speaking last month at the annual meeting of the Canadian Medical Association, Clement warned the tobacco industry to expect new anti-tobacco controls.
Anti-tobacco activists expect it's likely that he will announce a plan to curb youth consumption of cigarillos.
The little cigars, sold in flavours that mimic those of candy, fruit or ice cream, are particularly popular among teens; recently released Health Canada data show that cigarillo sales increased by over 300 per cent per year between 2001 and 2006, from fewer than 50,000 units to over 80 million.
Meanwhile Revenue Minister Gordon O'Connor will unveil details Thursday about the government's fight against contraband and counterfeit tobacco.
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