Warnings should be rotated

Using a variety of warnings makes the messages more relevant to a variety of priority audiences and helps keep them from wearing out. Just as companies do not rely on a single advertisement or advertising campaign to sell their products, governments should not rely on a single message to communicate the many risks of tobacco use.

Multiple messages should be required to be rotated on packaging during a single time period to ensure variety and ensure that manufacturers cannot choose warnings they think will be less effective (for example, placing pregnancy warnings on brands with a mostly male market share).

Sets of health messages should be regularly refreshed (every 2–3 years) to retain novelty.

A snapshot of Europe

Of the 32 European countries (that required at least 30% of principal area to be covered by health warnings) that provided information in 2007, all (100%) required health warnings to rotate.