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Graphic warning labels on plain cigarette packs: Will they make a difference to adolescents?

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  • McCool, Judith
  • Webb, Lisa
  • Cameron, Linda D.
  • Hoek, Janet

Abstract

Graphic warning labels and plain cigarette packaging are two initiatives developed to increase quit behaviour among smokers. Although a little is known about how adolescents interpret graphic warning labels, very few studies have examined how plain cigarette packaging would affect adolescents’ perceptions of cigarette smoking and smoking behaviour. We explored how teens interpret and respond to graphic warning labels and the plain packaging of cigarettes, to assess the potential these strategies may offer in deterring smoking initiation. Twelve focus group interviews with a sample of 80 14–16 year old students from a diverse range of schools in Auckland, New Zealand were undertaken between June and August 2009. Textual analysis revealed that graphic warning labels may influence adolescents by reiterating a negative image of smokers. Graphic warning on a plain cigarette pack increased the attention paid to graphic warning labels and the overall perceptions of harm caused by cigarette smoking, and reduced the social appeal of cigarette smoking. This research offers evidence on how adolescents are appraising and interpreting graphic warning labels, and explores how dominant appraisals may affect the role graphic warning labels play in preventing smoking. Not only would plain cigarette packaging enhance the salience and impact of graphic warning labels, but it would potentially bolster the overall message that cigarette smoking is harmful. In the context of a comprehensive tobacco control programme, graphic warning labels on plain cigarette packaging present an explicit message about the risks (to health and image) associated with cigarette smoking.

Suggested Citation

  • McCool, Judith & Webb, Lisa & Cameron, Linda D. & Hoek, Janet, 2012. "Graphic warning labels on plain cigarette packs: Will they make a difference to adolescents?," Social Science & Medicine, Elsevier, vol. 74(8), pages 1269-1273.
    • Handle: RePEc:eee:socmed:v:74:y:2012:i:8:p:1269-1273
    DOI: 10.1016/j.socscimed.2011.12.043
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    References listed on IDEAS

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    1. McCool, Judith P. & Cameron, Linda D. & Petrie, Keith J., 2003. "Interpretations of smoking in film by older teenagers," Social Science & Medicine, Elsevier, vol. 56(5), pages 1023-1032, March.
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    Cited by:

    1. Thomas Mariotti & Nikolaus Schweizer & Nora Szech & Jonas von Wangenheim, 2023. "Information Nudges and Self-Control," Management Science, INFORMS, vol. 69(4), pages 2182-2197, April.
    2. Olivier Droulers & Karine Gallopel-Morvan & Sophie Lacoste-Badie & Mathieu Lajante, 2017. "The influence of threatening visual warnings on tobacco packaging: Measuring the impact of threat level, image size, and type of pack through psychophysiological and self-report methods," Post-Print halshs-02024739, HAL.
    3. Yoojin Choi & Cathy Banwell, 2017. "A Qualitative Study of Attitudes towards Smoking and Anti-Smoking Measures among Korean Male Smokers in Australia," Global Journal of Health Science, Canadian Center of Science and Education, vol. 9(12), pages 131-131, December.

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