Hard-hitting
health warnings on cigarette packets must be regularly updated
- possibly with shocking images of cancer victims - if they
are not to lose their impact, say experts.
Campaigners
want graphic warnings like those on Canadian cigarettes.
Researchers
from the Cancer Research UK Centre for Tobacco Control Research
have conducted a study into the effectiveness of using graphic
images and warnings on cigarette packs.
They concluded health warnings had a shelf-life, and once
they lost their impact they were ignored by smokers.
The only way to combat "warning fatigue" was to ensure messages
were altered on a regular basis, they said.
The research, which was led by experts based at Strathclyde
University in Glasgow, was conducted among smokers in seven
countries.
It was commissioned by the European Commission to assess how
best to continue with its drive to cut smoking rates across
the European Union.
New style health warnings were introduced across the EU in
January.
"Future
warnings will have to be reviewed and refreshed, maybe
annually or every few years"
Professor Gerard Hastings
They must
be printed in black on a white background and must cover at
least 30% of the front and 40% of the back of a pack.
The NHS smoking helpline has reported an increase in calls since
the warnings were introduced.
Professor Gerard Hastings, Director of the Centre for Tobacco
Control Research, said: "Future warnings will have to be reviewed
and refreshed, maybe annually or every few years.
"Otherwise we will fail to communicate the dangers of tobacco
to smokers because of this 'warning fatigue'."
The research found the older style, smaller warnings had very
little impact on smokers, who viewed them as simply pay lip
service to the dangers of their habit.
But smokers thought the newer warnings were more credible and
made more people consider the ill effects of smoking.
Graphic images
The research also found one of the best methods to boost the
impact of the warnings would be to add graphic images of the
effects of smoking.
The focus groups were shown a selection of graphic images used
on Canadian cigarette packs.
These were very effective at attracting attention, but were
less popular with smokers and made many feel defensive.
But the researchers suggest the images could be balanced by
text giving people practical help, such as quit line phone numbers.
Researcher Elinor Devlin said: "This is a careful balancing
act there is a need to grab attention, but we want smokers
to then interact with the warnings, not feel victimized."
Smokers who took part in the study suggested it would be a good
idea to include more health information inside cigarette packs.
Campaigners
want graphic warnings like those on Canadian cigarettes.
