Influence of threatening visual warnings on tobacco packaging

19 October 2017

Researchers at the University of Rennes 1 in France aimed to assess the effectiveness of moderately vs. highly Threatening Visual Warnings (TVWs) displayed on tobacco packs. The second aim of this research was to determine whether increasing the size of warnings, and their display on plain packaging (compared with branded packaging) would improve their effectiveness.
The results revealed that TVWs with a high threat level are the most effective. They also highlight the appeal of increasing the size of the warnings and displaying them on plain packs, because this influences emotions, which is the first step toward behavioral change. An article about the research is published in PLOS ONE.
Click here for the article (947 kB).

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