PAPER: Graphic warnings deter young smokers..



October 29, 2010 -
Graphic images of the adverse health effects of smoking do deter young adult smokers and should be significantly increased in size, according to Otago University research.

Smokers aged between 18 and 30 are more likely to consider giving up cigarettes if branding on the front of packets is reduced and graphic health warnings are increased in size, the research said.

The research, led by Professor Janet Hoek from the Department of Marketing, surveyed 292 young adult smokers, the demographic with the highest smoking prevalence in New Zealand.

PAPER: Effects of dissuasive packaging on young adult smokers, Janet Hoek (janet.hoek@otago.ac.nz) et al., Tob Control doi:10.1136/tc.2010.037861, ABSTRACT..

The study presented young smokers with a variety of alternative cigarette packs, ranging from the status quo branding, with 30 per cent of the front carrying a pictorial health warning, to a plain pack with a picture of smoking-related disease covering 75 per cent of the pack front.

"The responses clearly show that as branding is reduced and health warnings increased in size, the product becomes increasingly less attractive to young adult smokers," Dr. Hoek said. "Plain cigarette packs featuring large graphic health warnings are significantly more likely to promote smoking cessation than the heavily branded packs that are still the status quo." The results are consistent with other international studies that indicate brand imagery reassures young smokers and can over-ride health messages, she said.

Dr. Hoek: "Our findings provide strong evidence that branding should be reduced and graphic health warnings should be increased so they cover at least 75 percent of the front-of-pack surface. Where branding is larger than health warnings, the dissuasive effect of the latter is diminished."

Across the ditch in Australia the Government looking at introducing legislation requiring plain packaging of cigarettes and larger health warnings by 2012.

"Larger warnings and plain packaging are keys to reducing smoking and New Zealand should follow Australia's lead in introducing these policies," Dr. Hoek said.

Prudence Stone, the director of the Smokefree Coalition, said the research was timely as the long-awaited report from the Maori Affairs select committee inquiry on tobacco is due to be presented to Parliament. "What we've been hoping for from the select committee is a recommendation to Government to go ahead with Australia to bring in plain packaging." She said the research will "galvanise" the view changes to packaging is required.

The impact of pictures on the effectiveness of tobacco warnings, Geoffrey T Fong, David Hammond and Sara C Hitchman, Bull World Health Organ. 2009 August; 87(8): 640–643.

New Zealand directly related news brief: New Zealand - graphic warnings cigarette maker selects less offensive images..

References: Graphic warnings deter young smokers - study, NZ Herald staff, nzherald.co.nz, 10/29/2010; Smoking Health Warnings Stage 3, NZ Ministry of Health, March 2006.

New Zealand related news briefs:
New Zealand - non-smokers offered incentives to test cigarettes..;
New Zealand - phase out tobacco sales over the next decade..;
New Zealand - Scandinavian Tobacco granted clearance to merge its cigar and pipe tobacco businesses with Swedish Match..;
New Zealand - tobacco industry whistleblower addresses the Maori select committee..;
New Zealand - a third of patients seeking treatment in the ED were smokers..;
New Zealand - the majority of New Zealanders support an end to commercial tobacco sales by 2020 - can it happen??;
New Zealand - study revives interest in keeping tobacco hidden..;
New Zealand - health board says no to psychiatric hospital smoking ban..;
New Zealand - report on illicit trade and options to control growth of illicit trade..;
New Zealand - ASH Year 10 Snapshot Survey - Dramatic youth smoking decline..;
New Zealand - plain cigarette and tobacco packs could turn teenagers off smoking..;
New Zealand - Tobacco companies target women..;
New Zealand - lobby group of small retailers formed to protest tobacco price hike..;
New Zealand - more than half of the people want to end tobacco sales by 2020..;
New Zealand - revenue department has begun a review of BAT financial transactions..;
New Zealand - increase in tobacco excise forced through Parliament by the Government..;
New Zealand - Christchurch prepares for meeting with tobacco select committee..;
New Zealand - biggest drop in smoking rates seen in a decade..;
New Zealand - Maori affairs committee continues to gather information..;
New Zealand - study quit-smoking products that are acceptabe and effective..;
New Zealand - smoking ban results in decrease in heart attacks..;
New Zealand - BAT attends Maori Affairs select committee meeting on tobacco..;
New Zealanders want cigarettes banned by 2020..;
New Zealand - Maori women - almost 50% smoke..;
New Zealand - more and more teenagers turned off by smoking..;
New Zealand - loophole in the law banning tobacco sponsorship..;
New Zealand - University of Auckland to go smokefree - 1st university in country..;
New Zealand - smoking ban in bars results in less smoking at home..;
New Zealand - study, tobacco displays leads to increase in youth smoking..;
New Zealand - graphic warnings cigarette maker selects less offensive images..;
New Zealand - Maori committee to investigate smoking..;
New Zealand - Tairawhiti Board wants tobacco sold only on prescription..;
New Zealand - health researchers calling on government to ban importation of tobacco..;
New Zealand - 1st trial ever of e-cigarettes..;
New Zealand - BAT reducing prices discouraging people from quitting..;
New Zealand - stop smoking campaigns NOT working..;
BAT awarded worst corporation in New Zealand..;
New Zealand - government may NOT support tobacco display bans..;
New Zealand More Evidence Needed to Ban Tobacco and Cigarette Displays..;
More evidence - tobacco displays increase the risk of teens smoking..;
Horror photos go on New Zealand cigarette packs..;
Country to Eliminate Smoking - The South Pacific nation of Niue;
Ireland to ban tobacco displays..;
Smokefree NZ within 10 years..;
By law, oral snuff cannot (but nasal snuff is allowed) be sold in New Zealand and can be imported only for personal use..

0 comments: