Media Advisory - Cigarette warning labels work

    Canadian Cancer Society speaks about latest research

    TORONTO, Feb. 6 /CNW/ - Cigarette packages with more prominent warnings
deter smokers from lighting up and encourage them to quit, according to a new
study funded in part by the Canadian Cancer Society and published in the March
 2007 issue of the American Journal of Preventive Medicine.
    Ken Kyle, director of public issues for the Canadian Cancer Society,
says: "This study provides further persuasive evidence of the effectiveness of
large, picture-based warnings. It also provides additional rationale and
encouragement to all countries that these warning labels should be adopted. We
expect that this type of labeling will spread quickly to many other countries
around the world."
    The study findings are based on interviews with almost 15,000 adult
smokers in Canada, the United States, the United Kingdom and Australia. The
researchers found that the more prominent warning messages, including larger
sizes and graphic images, make smokers more aware of the dangers of smoking,
discouraged them from having a cigarette, and encouraged some smokers to think
about quitting.
    Canada has led the world in the introduction of picture warnings on
cigarette packages, with federal regulations adopted in 2000 and the new
warnings appearing on packages in 2001.
    In an effort to reduce the worldwide health and economic burden from the
tobacco epidemic, 168 countries have signed and 143 countries have ratified
the WHO Framework Convention on Tobacco Control (FCTC). This international
treaty requires that health warnings "should" cover at least 50 per cent - and
must cover at least 30 per cent - of the package front and back, with optional
use of pictures.
    To date, at least nine countries have required picture-based warnings
meeting FCTC size standards: Australia, Belgium, Brazil, Canada, New Zealand,
Singapore, Thailand, Uruguay and Venezuela. Many other countries meet FCTC
size provisions, but have not required pictures.
    "Canada set an international precedent with the introduction of warning
labels and, in fact, our approach has been endorsed as a worldwide standard.
The Canadian Cancer Society played a key role in making these labels a reality
in Canada and we look forward to many more countries following this lead,"
says Kyle.

For further information: Ken Kyle is available for interviews. He may be
contacted at [phone], ext. 301. To arrange an interview, contact Alexa
Giorgi, [phone], [e-mail]