“Graphic warning labels on cigarette packs work better” than written warnings, the BBC reported. The broadcaster said researchers have found that graphic images of health problems are more effective than written warnings when placed on cigarette packets.
This US trial enrolled 200 current smokers and randomly showed them a static cigarette advertisement that had either a standard text warning or a photographic warning label. The study used eye-tracking technology to monitor how the participants viewed the images, and then later assessed their recall of the health warning. The authors found that 83% of participants could recall the graphic health warning compared with only 50% who could recall the text-only health warning. The researchers noted that longer time spent observing the health warning was associated with better recall.