Smoking Pictures Tell a Thousand Words

2.56.51pm UTC (GMT +0000) Fri 22nd Oct 2004

Rotten teeth

The European Commission has announced that graphic images highlighting the health risks of of smoking will be added to cigarette packages. This stems from changes to the 2001 Tobacco Products Directive secured by MEP Chris Davies, the Leader of the British Liberal Democrat MEPs.

He won cross-party support in the European Parliament for amendments he tabled to the legislation, eventually persuading EU ministers and the European Commission to accept the idea.

The idea came from Canada, where since 2000 cigarette packets have carried pictures to highlight the health risks of smoking. Research shows that the use of illustrations significantly increases the impact of written messages, with 44% of Canadian smokers claiming that they have increased their motivation to stop smoking.

Sarah Ludford, Liberal Democrat MEP for London, said: "Some people will no doubt find these pictures too brutal, but I believe the European Parliament is right to be upfront about health matters, and I urge the UK government to follow our lead. As an ex-smoker I sympathise with how difficult it is to give up, but the more we make people aware of the severe health dangers of smoking, the more we can stiffen their willpower to quit, so 'shock-therapy' is justified."

Mr Davies commented:

"A picture tells a thousand words, and the aim is not simply to give information to smokers but to persuade them to change their habits. "These images will evoke fear and disgust, but the evidence from Canada suggests that they will also make a difference. Their success can be judged on whether they counter the peer pressure that leads to young people taking their first smoke, often before they are 16 years old.

"We have to break the impression amongst too many teenagers that smoking is cool and sexy. I can think of few things likely to be more effective than illustrating the proven risk that tobacco use leads to reduced male sexual potency!"

Chris Davies continued: "I want governments across Europe to add these pictures to their anti-smoking armoury and require cigarette manufacturers to make use of them at the first opportunity.

"Adults should be free to smoke in private, but Government health policy should aim to make sure that people are well informed about possible dangers from all drugs, and tobacco is the biggest killer of all.

"I want Health Secretary John Reid to add these pictures to his anti-smoking armoury and require their use at the first opportunity."

A study carried out for the Canadian Cancer Society one year after the introduction of pictures on cigarette packs found that:

• 43 per cent of smokers were more concerned about the health effects of smoking because of the new warnings.

• 44 per cent of smokers said the new warnings increased their motivation to quit smoking, and of those who attempted to quit 38 per cent said the warnings were a factor in motivating them in their quit attempt.

• On one or more occasions, 21 per cent of smokers had been tempted to have a cigarette but decided not to because of the new warnings.