Health warnings on packages do work
We need to campaign for picture-based health warnings on all tobacco packages because they have been found to work in countries that have required their use.
Effective health warnings meaningfully communicate information to smokers and others, and motivate behaviour change (such as quitting or avoiding exposing others to second-hand smoke). They also reduce the appeal of tobacco packaging and, by extension, products.
Studies carried out after the implementation of pictorial package warnings (using pictures and text) in Brazil, Canada, Singapore and Thailand reveal remarkably consistent findings on impact. As of May 2009, Belgium, Kyrgyzstan, Romania and the United Kingdom use pictorial warnings. Internationally comparable evidence on their effectiveness is not yet available, however, due to their relatively recent introduction. Anyone with figures showing the results of tobacco health warnings in a country should send them to the tobacco-free initiative at WHO/Europe.
The following changes occurred as a result of the warnings.
Communication of health risks
- In Brazil, more than half of smokers (54%) changed their opinion on the health consequences of smoking.
- In Canada, more than half of smokers (58%) thought more about the health effects of smoking.
- In Singapore, more than two thirds of smokers (71%) said they knew more about the health effects of smoking.
- In Thailand, four out of five young people aged 13–17 (81%) and more than half of adult smokers thought more about the health impact of smoking.
Quitting or cutting down
- In Brazil, two thirds of smokers (67%) said they wanted to quit.
- In Canada, nearly half of smokers (44%) said they had increased motivation to quit.
- In Singapore, more than one quarter of smokers (28%) said they consumed fewer cigarettes.
- In Thailand, nearly half (44%) of smokers said they were “a lot” more likely to quit over the next month.
Protecting others
- In Canada, more than one quarter of smokers (27%) smoked less inside their homes.
- In Singapore, one out of six (14%) of smokers said they avoided smoking in front of children.
