Salud Pública de México
Print version ISSN 0036-3634
THRASHER, James F; HAMMOND, David; FONG, Geoffrey T and ARILLO-SANTILLAN, Edna. Smokers' reactions to cigarette package warnings with graphic imagery and with only text: a comparison between Mexico and Canada. Salud pública Méx [online]. 2007, vol.49, suppl.2, pp. s233-s240. ISSN 0036-3634. http://dx.doi.org/10.1590/S0036-36342007000800013.
OBJECTIVE: This comparison of population-based representative samples of adult smokers in Canada (n=1 751) and Mexico (n=1 081) aimed to determine whether cigarette packages with graphic warning labels in Canada had a stronger impact than the text-only warning labels in Mexico. MATERIALS AND METHODS: Bivariate and multivariate adjusted models were used in this study. Results. Canadian smokers reported higher warning label salience (i.e., noticing labels & processing label messages) than Mexican smokers, and warning label salience independently predicted intention to quit. Moreover, Canadians had higher levels of knowledge about smoking-related health outcomes that were included as content on Canadian, but not Mexican, warning labels. Finally, a majority of Mexican smokers want their cigarette packs to contain more information than they currently contain. DISCUSSION: These results are consistent with other studies that indicate that cigarette packages whose warning labels contain prominent graphic imagery are more likely than text-only warning labels to promote smoking-related knowledge and smoking cessation.
Keywords : tobacco policy; smoking cessation; cigarette packaging; warning labels; communication; Canada.