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“These images mark a vital step in the efforts on protecting the health of Americans and prevent teenagers from smoking”, stated the secretary of health and human services Kathleen Sebelius. The USA became the first nation in the world to demand tobacco products to carry printed health warnings in the 1980s’ which have been unchanged until now,[link widoczny dla zalogowanych], and today these warnings are too modest and inefficient.
The current warnings include such messages as “Surgeon General’s Warning: Smoking Causes Lung Cancer, Heart Disease, Emphysema, and May Complicate Pregnancy.” However 39 countries across the world have gone a way beyond these short health labels and implemented gloomy graphic images depicting the consequences of smoking.
By proposing graphic warnings, the United States – which is the homeland of tobacco – made a significant step forward to join those countries’ efforts to decrease tobacco consumption and reduce the rate of preventable deaths related to smoking. Studies show that graphic warnings are more effective at drawing the attention of teenagers than text ones,[link widoczny dla zalogowanych], as they are more likely to encourage smokers to quit and minors not to start smoking.
Yet, health officials believe that graphic labels should not be too gruesome as they are dismissed more rapidly by smokers. During 2003–2007,[link widoczny dla zalogowanych], smoking caused an estimated average of 9,377 deaths (8,400 among whites and 853 among blacks§§) annually among adults in Missouri. An estimated 18.1% of deaths among persons aged ≥35 years in Missouri were the result of cigarette smoking (total number of deaths for this age group was 51,856).
Smoking caused 32.1% of all deaths from cancer, 15.3% of all circulatory deaths, and 46.5% of all respiratory deaths in Missouri during this period. In the cancer category, the major cause of death was cancer of the trachea, lung, or bronchus; in the circulatory category, the major cause was ischemic heart disease; and in the respiratory disease category,[link widoczny dla zalogowanych], the major cause was chronic airway obstruction. For both blacks and whites in Missouri, regardless of sex, the leading cause of SAM was cancer,[link widoczny dla zalogowanych], followed by circulatory and respiratory diseases.
“We haven’t been told why it’s been withdrawn. It seems to have disappeared into a big black hole in the centre of government. We’re concerned in part because of the mystery around why things aren’t moving forward.” Health Canada settled on bigger warnings and updated visuals after its own public-opinion research showed many smokers had dulled to the government’s graphic messages covering half the panel on cigarette packs,[link widoczny dla zalogowanych], introduced in Canada in 2000 as an international first.
Independent research pointed to the same trend, showing a decline in salience of warning labels in Canada over time. “After 10 years,[link widoczny dla zalogowanych], there’s a phenomenon called wear-out of warning labels. With advertising or any kind communication, if you repeat the same communications over and over again, then it starts losing its effect,” said Geoff Fong,[link widoczny dla zalogowanych], professor of psychology and health studies at the University of Waterloo, and lead researcher for the collaborative International Tobacco Control Policy Evaluation Project.
The official process to modernize Canada’s tobacco product labels began in August 2004, nearly four years after Canada became the first country in the world requiring tobacco companies to blanket half the pack with government-mandated graphic warning labels.