Yellow Warnings Labels on Top are More Effective to Discourage Smoking Initiation: An Experimental Online Study

Abstract

ABSTRACT Background The key to controlling tobacco use lies in preventing new smokers. Graphic health warnings (GHW) discourage smoking initiation, but their effectiveness depends, in part, on their design. Purpose To measure the effect of varying the design and location of GHW, which occupy 30% of the package, to discourage smoking initiation. Methods Non-smokers young adults aged 18–21 years (n = 358) were recruited online and randomized to one of four experimental conditions, in a 2 (Color, yellow vs white) × 2 (Location, top vs. bottom) between subjects experimental design. Results GHWs located on top increase perceived message effectiveness, reduce pack appeal, and decrease purchase intention. Yellow color increases perceived message effectiveness and white color reduces pack appeal. Yellow warnings on top grabbed more attention. Discussion Results suggest that the yellow warning on top is the best combination for GHWs covering 30% of the pack. This combination increases perceived message effectiveness, decreases pack appeal, and is the most attention-grabbing. Translation to Health Education Practice Health communication strategies that address these key considerations can contribute to the prevention of cigarette smoking-associated noncommunicable diseases. Competencies and sub-competencies in one area of responsibility, (V) Advocacy, were addressed.