Graphic Warning Labels on Cigarette Packages Found to Increase Fear-Related Reactions in Young Adults

Strategic Insights -

Researchers from the University of North Carolina conducted a study in 2010-2011 to evaluate the effects of proposed 36 graphic warning labels for cigarette packages on fear-related emotions and smoking motivations of young adults. The study found that 64% of the labels induced greater fear-related reactions and 58% discouraged respondents from wanting to smoke more than the corresponding text-only labels did.

Key Takeaways:

  • The study involved 325 smokers and non-smokers aged 18-30 years who viewed 27 labels in a random order, evaluating each label on understandability and its effects on fear-related reactions and discouragement from wanting to smoke.
  • 64% of the proposed labels induced greater fear-related reactions compared to text-only labels, and 58% discouraged respondents from wanting to smoke more than text-only labels did.
  • Labels with photographs depicting diseased body parts or suffering or dead people had the greatest effects on fear-related reactions and smoking motivations.
  • Smokers reported lower fear-related reactions and feeling less discouraged from wanting to smoke relative to non-smokers in almost every comparison.
  • The study concluded that all but one of the nine warning labels recently adopted by the FDA enhanced fear-related reactions and reduced smoking motivations.

Statistics:

  • 325 smokers and non-smokers aged 18-30 years participated in the study.
  • 27 labels were viewed by participants, including 18 proposed labels with graphic images and text warnings and 9 text-only warnings.
  • 64% of the proposed labels induced greater fear-related reactions compared to text-only labels.
  • 58% of the proposed labels discouraged respondents from wanting to smoke more than text-only labels did.
  • The study was conducted in 2010-2011.

Sources:

  • Responses of young adults to graphic warning labels for cigarette packages. Tobacco Control, 2015;24(E1):E14-E22.
  • BMJ Publishing Group, British Med Assoc House, Tavistock Square, London WC1H 9JR, England. (group.bmj.com/)
  • Tobacco Control, (tobaccocontrol.bmj.com/)