Market impact of tobacco pack warnings: current warning labels and beyond

Abstract

Tobacco is a unique consumer product, warranting unique regulation and controls, including clear consumer advice and restrictions on marketing. In 2006, the Australian Government followed the lead of Canada and a handful of other nations and introduced new warnings on to cigarette packets. The warnings consisted of graphic or pictorial warnings, demonstrating tobacco related pathology and promoting quitting. These warnings covered 30% of the front of the pack and 90% of the back of the pack, and featured the Quitline number prominently. This is consistent with Australian obligations under the World Health Organisation’s Framework Convention on Tobacco Control, and also consistent with its more detailed recommendations for implementation. The impact on smokers of graphic health warnings on cigarette packers have been well evaluated over the past decade, both within and between selected countries. It is well established that graphic health warnings are more effective than plain text-based warnings. Furthermore, there is no doubt that health warnings on cigarette packets provide information to smokers, engage smokers, and influence smokers’ cognitions, feelings and behavioural intentions. Research and evaluation has also demonstrated that some pack warnings have greater impact than others. It has demonstrated that pack warnings lose impact and need to be refreshed. This evidence has been applied and a new set of warnings is now under development by the Australian Government for release in 2012, in line with plain cigarette packaging.