Warn about the dangers of tobacco People have a right to accurate information about the harms of tobacco use Consumers of tobacco products have a Education about the dangers of tobacco Many people are unaware of fundamental right to accurate information use and second-hand smoke exposure can the harms of tobacco use about the risks of smoking and other forms influence an individual's decision to start or of tobacco use(5).The WHO FCTC recognizes continue using tobacco.Ultimately,one of the Despite clear evidence about the dangers of that a basic requisite for reducing tobacco objectives of warning the public about the tobacco use,many tobacco users worldwide use is that every person be informed of the dangers of tobacco is to change social norms underestimate the full extent of the risk to health consequences,addictive nature,and about tobacco use.This will cause many themselves and others(6).Although a large potential for disability and premature death individuals to choose not to use tobacco, number of people know in general terms posed by tobacco consumption and exposure and also increase support for other tobacco that tobacco use is harmful to their health, to tobacco smoke. control measures. many aspects of tobacco use have not been 18 WHO REPORT ON THE GLOBAL TOBACCO EPIDEMIC,2011
18 WHO REPORT ON THE GLOBAL TOBACCO EPIDEMIC, 2011 People have a right to accurate information about the harms of tobacco use Consumers of tobacco products have a fundamental right to accurate information about the risks of smoking and other forms of tobacco use (5). The WHO FCTC recognizes that a basic requisite for reducing tobacco use is that every person be informed of the health consequences, addictive nature, and potential for disability and premature death posed by tobacco consumption and exposure to tobacco smoke. Education about the dangers of tobacco use and second-hand smoke exposure can influence an individual’s decision to start or continue using tobacco. Ultimately, one of the objectives of warning the public about the dangers of tobacco is to change social norms about tobacco use. This will cause many individuals to choose not to use tobacco, and also increase support for other tobacco control measures. Many people are unaware of the harms of tobacco use Despite clear evidence about the dangers of tobacco use, many tobacco users worldwide underestimate the full extent of the risk to themselves and others (6). Although a large number of people know in general terms that tobacco use is harmful to their health, many aspects of tobacco use have not been Warn about the dangers of tobacco
Proven policies to reduce tobacco use include mandatory health warning labels on tobacco packaging and hard-hitting mass media campaigns that show the harms of tobacco use. adequately explained and as a result are not and many other diseases(8).Many smokers often do not accurately assess the likelihood well understood by most tobacco users. also incorrectly believe that"light"or"low- of disability and death from long-term tar"cigarettes are less harmful (9-11). tobacco use,or the full extent of harm caused Many tobacco users are unaware of the by second-hand smoke exposure.Many non- harmful chemicals in tobacco products This lack of knowledge leads to a substantial smokers are also not aware of the dangers of and tobacco smoke.as well as the wide misperception of the risks involved with second-hand smoke (12). spectrum of specific illnesses caused by tobacco use.As a result,smokers tend to tobacco use(7),and frequently do not know grossly underestimate the health risks of The extreme addictive nature of tobacco that smoking also causes cancers other than tobacco use to themselves and of second- is also not widely acknowledged.Many lung cancer as well as heart disease,stroke, hand smoke exposure to others.Smokers people,induding smokers,incorrectly KNOWLEDGE ABOUT THE HARMS OF TOBACCO IS HIGHER IN COUNTRIES WITH TOBACCO PACKAGE WARNINGS 100% 90% 目No warning目Package warning 80% 70% 60% 50% 40% 30% 20% 10% 0% Stroke Impotence Cancer in Carbon Cyanide non-smokers monoxide "Smoking causes..." "Smoke contains..." Source:(6). WHO REPORT ON THE GLOBAL TOBACCO EPIDEMIC,2011 19
WHO REPORT ON THE GLOBAL TOBACCO EPIDEMIC, 2011 19 adequately explained and as a result are not well understood by most tobacco users. Many tobacco users are unaware of the harmful chemicals in tobacco products and tobacco smoke, as well as the wide spectrum of specific illnesses caused by tobacco use (7), and frequently do not know that smoking also causes cancers other than lung cancer as well as heart disease, stroke, and many other diseases (8). Many smokers also incorrectly believe that “light” or “lowtar” cigarettes are less harmful (9–11). This lack of knowledge leads to a substantial misperception of the risks involved with tobacco use. As a result, smokers tend to grossly underestimate the health risks of tobacco use to themselves and of secondhand smoke exposure to others. Smokers often do not accurately assess the likelihood of disability and death from long-term tobacco use, or the full extent of harm caused by second-hand smoke exposure. Many nonsmokers are also not aware of the dangers of second-hand smoke (12). The extreme addictive nature of tobacco is also not widely acknowledged. Many people, including smokers, incorrectly Stroke “Smoking causes...” “Smoke contains...” Impotence Cancer in non-smokers Carbon monoxide Cyanide 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% No warning Package warning Proportion of smokers who agree Knowledge about the harms of tobacco is higher in countries with tobacco package warnings Source: (6). Proven policies to reduce tobacco use include mandatory health warning labels on tobacco packaging and hard-hitting mass media campaigns that show the harms of tobacco use
believe that tobacco use is simply a "bad tobacco packaging and hard-hitting mass requires approaches different from those habit",not an addiction(13).They often do media campaigns that show the harms of used for adults,broad educational efforts not fully comprehend the speed with which tobacco use(14). that reach all age groups have been shown people can become addicted to nicotine, to be more effective in influencing youth or the degree of addiction,and grossly behaviour than efforts targeted specifically overestimate the likelihood that they will be Both youth and adults at them(16).Anti-tobacco programmes able to quit easily when desired and before benefit from adult-focused directed at children to keep them from nealth problems occur. approaches starting tobacco use are politically popular and have broad public appeal,but do not Showing the truth about the dangers of Because people are most likely to begin contribute substantially to reducing youth tobacco use requires evidence-based health to use tobacco as adolescents(15),it is smoking experimentation or initiation when warnings.These warnings should appear especially important to inform young people conducted as part of health education directly on tobacco product packaging,be about the harms of tobacco use before they classes in schools(17,18).Focusing anti- included within tobacco advertising and start.Health warnings can be conveyed tobacco educational initiatives on children on marketing materials (where not yet using many different methods,including could also weaken a more comprehensive banned),and be contained in anti-tobacco warning labels on tobacco packaging population-wide approach that would have advertisements in various types of media. and anti-tobacco mass media campaigns. a greater long-term impact(19). Proven measures to reduce tobacco use Although there is a prevalent belief that include mandatory health warning labels on effectively providing youth with warnings 20 WHO REPORT ON THE GLOBAL TOBACCO EPIDEMIC,2011
20 WHO REPORT ON THE GLOBAL TOBACCO EPIDEMIC, 2011 believe that tobacco use is simply a “bad habit”, not an addiction (13). They often do not fully comprehend the speed with which people can become addicted to nicotine, or the degree of addiction, and grossly overestimate the likelihood that they will be able to quit easily when desired and before health problems occur. Showing the truth about the dangers of tobacco use requires evidence-based health warnings. These warnings should appear directly on tobacco product packaging, be included within tobacco advertising and on marketing materials (where not yet banned), and be contained in anti-tobacco advertisements in various types of media. Proven measures to reduce tobacco use include mandatory health warning labels on tobacco packaging and hard-hitting mass media campaigns that show the harms of tobacco use (14). Both youth and adults benefit from adult-focused approaches Because people are most likely to begin to use tobacco as adolescents (15), it is especially important to inform young people about the harms of tobacco use before they start. Health warnings can be conveyed using many different methods, including warning labels on tobacco packaging and anti-tobacco mass media campaigns. Although there is a prevalent belief that effectively providing youth with warnings requires approaches different from those used for adults, broad educational efforts that reach all age groups have been shown to be more effective in influencing youth behaviour than efforts targeted specifically at them (16). Anti-tobacco programmes directed at children to keep them from starting tobacco use are politically popular and have broad public appeal, but do not contribute substantially to reducing youth smoking experimentation or initiation when conducted as part of health education classes in schools (17, 18). Focusing antitobacco educational initiatives on children could also weaken a more comprehensive population-wide approach that would have a greater long-term impact (19)
People have a fundamental right to information about the harms of tobacco; countries have a legal obligation to provide it. WHO REPORT ON THE GLOBAL TOBACCO EPIDEMIC,2011 21
WHO REPORT ON THE GLOBAL TOBACCO EPIDEMIC, 2011 21 People have a fundamental right to information about the harms of tobacco; countries have a legal obligation to provide it
Health warning labels on tobacco packaging Health warning labels The maximum reduction in the marketing favourably smokers will perceive the packs are effective effect of tobacco packaging would be and the greater the impact pictorial health achieved through the use of generic(i.e. warnings may have(22).The Australian Effective warning labels on tobacco "plain"or "standardized")packaging, Parliament is debating the adoption of a packaging serve several purposes,induding which uses only standard type fonts in a bill to require generic tobacco packaging disrupting the marketing value of the single colour on a plain background to in 2011,which would make Australia the packages.Because traditional avenues for provide the minimum information necessary first country to mandate generic packaging marketing tobacco products have become to identify a product,without the use beginning in July 2012. increasingly restricted due to wider adoption of logos,stylized fonts,colours,designs of bans on tobacco advertising,promotion or images,or any additional descriptive Warning labels also shift the value of and sponsorship,the tobacco industry language.Because generic packaging packaging away from marketing and has become increasingly more reliant on may increase accurate perceptions of the towards public health messaging. cigarette packaging as a primary marketing risk of tobacco use and decrease smoking Effective warning labels increase smokers' vehicle (16,20,21).Warning labels reduce rates(21),efforts to prohibit the use of awareness of health risks(6)and increase the marketing effect of tobacco product logos,colours,brand images and other the likelihood that they will think about packaging,making it more difficult for promotional information are gaining cessation and reduce tobacco consumption tobacco companies to reinforce brand traction.The plainer the package and the (23-25).Prominent health warning awareness. fewer branding elements included,the less labels that fully comply with WHO FCTC SMOKING CAUSES MOUTH AND THROAT Effective warning labels CANCER increase smokers awareness of health risks,and increase the likelihood that 8 WAR smokers will think about Mouth cancer cessation and reduce tobacco consumption. Brand Variant 25 Australian government's proposed design for plain packaging of 22 tobacco products WHO REPORT ON THE GLOBAL TOBACCO EPIDEMIC,2011
22 WHO REPORT ON THE GLOBAL TOBACCO EPIDEMIC, 2011 Health warning labels are effective Effective warning labels on tobacco packaging serve several purposes, including disrupting the marketing value of the packages. Because traditional avenues for marketing tobacco products have become increasingly restricted due to wider adoption of bans on tobacco advertising, promotion and sponsorship, the tobacco industry has become increasingly more reliant on cigarette packaging as a primary marketing vehicle (16, 20, 21). Warning labels reduce the marketing effect of tobacco product packaging, making it more difficult for tobacco companies to reinforce brand awareness. The maximum reduction in the marketing effect of tobacco packaging would be achieved through the use of generic (i.e. “plain” or “standardized”) packaging, which uses only standard type fonts in a single colour on a plain background to provide the minimum information necessary to identify a product, without the use of logos, stylized fonts, colours, designs or images, or any additional descriptive language. Because generic packaging may increase accurate perceptions of the risk of tobacco use and decrease smoking rates (21), efforts to prohibit the use of logos, colours, brand images and other promotional information are gaining traction. The plainer the package and the fewer branding elements included, the less favourably smokers will perceive the packs and the greater the impact pictorial health warnings may have (22). The Australian Parliament is debating the adoption of a bill to require generic tobacco packaging in 2011, which would make Australia the first country to mandate generic packaging beginning in July 2012. Warning labels also shift the value of packaging away from marketing and towards public health messaging. Effective warning labels increase smokers’ awareness of health risks (6) and increase the likelihood that they will think about cessation and reduce tobacco consumption (23–25). Prominent health warning labels that fully comply with WHO FCTC Health warning labels on tobacco packaging Effective warning labels increase smokers’ awareness of health risks, and increase the likelihood that smokers will think about cessation and reduce tobacco consumption. Australian government’s proposed design for plain packaging of tobacco products