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Action on Smoking and Health
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Warnings on Cigarette Packages Need to be Updated Regularly [08/07-4]
Excerpts from: Cigarette pack warnings 'need constant updating'
CLINNIX [08/07/03]
Health messages on cigarette packs should be regularly updated with shocking
images of cancer-ravaged organs so smokers do not become desensitised to the
warnings, according to experts.
Cancer Research UK scientists, from the Centre for Tobacco Control Research based at the University of Strathclyde, looked at the effectiveness of tobacco warnings and found that smokers start to ignore them over time. They suggest that regular changes to the images and messages will beat this 'warning fatigue'.
The researchers conducted focus groups, involving smokers aged 16-64, across
seven countries. The aim of the research, which was commissioned by the European
Commission, was to identify which health messages were most relevant to smokers
in Europe.
However, the new style large black and white warnings appeared to be effective. They generated discussion among the smokers, made them consider the ill effects of smoking, and were considered to be more credible.
The worry is that these too will eventually lose their effect. The researchers suggest that adding images will be the best way to combat this.
The scientists found that graphic images were very effective at attracting
attention but were less popular with smokers and made them feel defensive.
The findings are revealed this week at the 12th World Conference on Tobacco or Health in Finland.
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