Laboratory Research

Toxin Labeling on Cigarette Packages

Public Attitudes Toward Constituent Labeling on Cigarette Packages

April 1996 Prepared for: Health Canada, Office of Tobacco Control Prepared by: Environics Research Group In this report, the Environics Research Group wanted to understand the interest and attitudes among smokers, including teenagers, toward information about toxic constituents in tobacco. Another one of their purposes was to assess the reaction among these smokers to various methods, formats and messages to present information about toxic constituents.

The summary of the findings mainly showed that although smokers were aware of the various health hazards related to smoking, they either ignored the information or downplayed the severity of the risk. It was also found that presenting new information would be a more effective deterrent. This could be attributed to the fact that once a person reads the same information over and over, the information becomes mundane and commonplace, making its impact weaker. Additionally, the research participants felt that more information about what amounts of each chemical were dangerous, the effects, and how these cigarettes compared to other products that contains these toxins. Basically, people want information they can relate to, and not straight scientific data.

The participants also noted that more information should be given in the area of addiction. There was a feeling that people who first pick up the habit of smoking do not fully appreciate the sheer difficulty in quitting smoking.

It is important to remember that the method of presenting information is at many times as important as the information itself. The same warnings and health risks can go unnoticed on a cigarette box, if it is not presented in a manner that would allow it to be receptive to the public. The messages should not contain impersonal scientific jargon to confuse the reader, but personal effective messages that are easy to understand.