Abstract
BackgroundIn 2006, Australia introduced graphic cigarette packet warnings. The new warnings include one of 14 pictures, many depicting tobacco-related pathology. The warnings were introduced in two sets; Set A in March and Set B from November. This study explores their impact on smokers' beliefs about smoking related illnesses. This study also examines the varying impact of different warnings, to see whether warnings with visceral images have greater impact on smokers' beliefs than other images.MethodsRepresentative samples of South Australian smokers were interviewed in four independent cross-sectional omnibus surveys; in 2005 (n = 504), 2006 (n = 525), 2007 (n = 414) and 2008 (n = 464).ResultsUnprompted recall of new graphic cigarette warnings was high in the months following their introduction, demonstrating that smokers' had been exposed to them. Smokers also demonstrated an increase in awareness about smoking-related diseases specific to the warning messages. Warnings that conveyed new information and had emotive images demonstrated greater impact on recall and smokers' beliefs than more familiar information and less emotive images.ConclusionsOverall graphic pack warnings have had the intended impact on smokers. Some have greater impact than others. The implications for policy makers in countries introducing similar warnings are that fresh messaging and visceral images have the greatest impact.
Highlights
In 2006, Australia introduced graphic cigarette packet warnings
We looked at the differential impact of individual new health warnings on smokers, given that the extent to which each of the new warnings: captures attention; delivers new information; is comprehended; changes awareness or beliefs about health effects; and is recalled, are all important aspects of information processing
This study demonstrates that new graphic cigarette packet warnings coincided with increased awareness among smokers of the health consequences of smoking observed in cross-sectional surveys of South Australian smokers across four years
Summary
In 2006, Australia introduced graphic cigarette packet warnings. The warnings were introduced in two sets; Set A in March and Set B from November. This study explores their impact on smokers’ beliefs about smoking related illnesses. Countries that ratify the FCTC commit themselves to a schedule of tobacco control legislative reform in an effort to advance disease prevention and health promotion. In early 2006, Australia followed Canada, Brazil, Singapore, Thailand, Venezuela and Panama in introducing new graphic cigarette packet. Australia’s graphic health warnings were designed to provide “a strong and confronting message to smokers about the harmful health consequences of tobacco products and convey the ‘quit’ message every time a person reaches for a cigarette” [3]. The stated intention was that graphic images would increase consumer awareness of the health effects of smoking, which would in turn decrease likelihood of smoking [3]
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