Graphic warnings on cigarettes effective across demographic groups

Quitting smoking is a common New Year’s resolution for Americans each year, but research has repeatedly shown it is not an easy task. Some groups, such as racial/ethnic minorities, have an even harder time quitting. New research suggests hard-hitting graphic tobacco warnings may help smokers of diverse backgrounds who are struggling to quit. A new study by researchers at Legacy® and Harvard School of Public Health provides further evidence that bold pictorial cigarette warning labels that visually depict the health consequences of smoking — such as those required under the 2009 Family Smoking and Prevention Tobacco Control Act — play a life-saving role in highlighting the dangers of smoking and encouraging smokers to quit.

The study is one of the first to examine the effectiveness of pictorial warning labels versus text-only labels across diverse racial/ethnic and socioeconomic groups. Although a growing body of research has shown that disadvantaged groups may differ in their ability to access, process and act on health information, little is known about communication inequalities when it comes to cigarette warning labels.

The study authors note that text-only cigarette warnings have been repeatedly characterized as unlikely to be noticed or have an impact, and cite prior research indicating pictorial warning labels are more effective.