Australian cigarette warnings world's second best

Australia’s graphic health warnings on cigarette packs have increased reactions that are predictive of smoking cessation, but they could be made more effective by using larger warnings sizes on the front of the packs, an international study has found. The study examined the reaction to pack warnings by nearly 18 000 smokers across Australia, Canada, the United Kingdom and America. It found that, overall, Canada’s warnings, which are graphic and take up half of both the front and the back of cigarette packets, elicited greater avoidance, cognitive responses and forgoing of cigarettes. In the year after implementation, the Australian warnings, which use graphics covering 30% of the front and 90% of the back of the pack, elicited more avoidance and cognitive responses than the text based UK warnings as well as a non-significant trend towards greater forgoing. The study’s authors said that taken together, their research indicated that the Canadian warnings were probably the most effective, followed by the Australian then UK warnings. The US warnings, which are small and text-based, were the least effective. “The evidence is strengthening for the superiority of graphic warnings in areas where it makes the most difference to quitting activity... These findings are also consistent with the evidence for the increased potency of public health campaigns that arouse an emotional response,” the authors said. Interestingly, the study also found that there does not appear to be a strong effect of desensitisation to the larger warnings such as those in Canada and the UK. “While there is partial wear-out in the initial impact... stronger warnings tend to sustain their effects longer,” the authors said. Tobacco Control, published online before print....