MONDAY, Nov. 22 (HealthDay News) -- Earlier this month, the U.S.
Food and Drug Administration proposed graphic new warning labels on
cigarette packaging, to help curb smoking. But do these often
gruesome images work to help smokers quit?
A new study suggests they do. Smokers shown grim images of a
mouth with a swollen, blackened and generally horrifying cancerous
growth covering much of the lip were more likely to say they wanted
to quit than smokers shown less disturbing images.
Researchers had 500 smokers from the United States and Canada
view a cigarette package with no image; a package with an image of
a mouth with white, straight teeth; one with an image of a
moderately damaged smoker's mouth; and a disfigured mouth with the
stomach-turning mouth cancer.
Though researchers did not measure who actually quit, "intention
to quit" is an important step in the process -- and the more
gruesome the image, the more smokers said they wanted to finally
kick the habit, according to the study.
"The more graphic, the more gruesome the image, the more
fear-evoking those pictures were," said Jeremy Kees, an assistant
professor of marketing at Villanova University. "As you increase
the level of fear, intentions to quit for smokers increase."
The study is published in the fall issue of the
Journal of Public Policy & Marketing.
The findings come at a time when the FDA is grappling with what
sorts of images tobacco companies should be required to put on
cigarette packaging, beginning in 2012.
As part of the Family Smoking Prevention and Tobacco Control
Act, passed in 2009, the FDA was granted broad new powers to
regulate the manufacturing, advertising and promotion of tobacco
products to protect public health.
On Nov. 10, the FDA released a series of images and text that
are being considered. The images included a portrait of an
emaciated lung cancer patient, cartoon drawings of a mother blowing
smoke in an infant's face and a picture of a woman blowing a
bubble, perhaps the implication being she couldn't blow a bubble
The FDA will chose the images by July 2011. The images will have
to cover 50 percent of the front and rear of cigarette packs, and
tobacco companies will have until Oct. 22, 2012 to put the images
Although a step in the right direction, Kees said the proposed
images may not be frightening enough to have much of an impact.
None of the proposed images offered up by the FDA are as gruesome
as those commonly used in other nations.
"Other countries have had success in using graphic visual
warnings on cigarette packages," Kees said. "It's important that we
don't get it wrong. If we have even one warning that is cartoonish,
that leaves the door open to smokers discounting all warnings as
Evoking fear via images is a tried-and-true method used by
public health officials to frighten people into not doing some
behavior, whether it's drugs or unprotected sex, said Michael
Mackert, an assistant professor of advertising at University of
Texas at Austin.
When he showed the FDA images to his college students, a few,
including a picture of an old man grimacing because of a heart
attack or stroke, evoked chuckles. Even much harsher images may not
have much of an impact among certain groups, particularly young
people, he said.
"Teens and younger people, if they have this air of
invincibility, are they going to react to the fear appeal?" Mackert
said. "A 15-year-old might think, 'Oh, that's so far away.' A lot
of college students consider themselves social smokers, who smoke a
few cigarettes when they're at a bar. They think, 'I don't smoke
enough for that to happen to me,' or 'I'll quit before that happens
About 21 percent of the U.S. population smokes daily, according
to the U.S. Centers for Disease Control and Prevention.
The U.S. Food and Drug Administration has more about the
proposed cigarette packaging.