Look, See, Quit: New Images to Shock Smokers

Graphic images on cigarette packets have been found in a recently published international study to be the most effective way to get across to smokers the range and severity of the health risks they face.

The Australian Assistant Minister for Health and Ageing, Christopher Pyne, said the study, published in the American Journal of Preventive Medicine, analysed data from 15,000 adult smokers in Australia, Canada, Britain and the US. It found that larger and more vivid warnings, such as those introduced in Australia since the study was undertaken, were more likely to retain their impact over time than less prominent warnings. 

The findings add to a growing body of literature that suggests graphic warnings are more effective than text warnings. In addition, the study highlighted the 'novelty' effect of health communications and the importance of periodically revising the warnings on cigarette packages to avoid 'wear out'. "As I announced in November last year, from today onwards cigarette manufacturers must display the next set of seven graphic health warning images on their products. The new images show the links between smoking and lung cancer, heart disease, stroke, blindness, the effects of smoking on unborn babies, the addictive effect of smoking, and the toxicity of tobacco smoke," Mr Pyne explained.

Heftnummer: 2007/02
Autor: Rothe, Fabian