Large pictorial warning labels on smoked tobacco products typically feature confronting images of the harmful health outcomes of smoking. Pictures of diseased lungs, gangrene and mouth decay aim to elicit strong emotional responses that reduce the appeal and acceptability of smoking, particularly among young people.

Warning labels also aim to increase knowledge of the many risks smoking poses. Plain packaging increases the attention paid to warning labels and reduces pack appeal, brand loyalty and product perceptions.

However, like any marketing campaign, warning labels on tobacco products need regular updating so they continue to attract attention and communicate the latest research evidence. Maintaining the same images risks “wear-out”, when people lose interest in campaign images and messages, or counter argue these.

Our recent work found existing tobacco warnings have lost impact. Study participants had created cognitive defences and exempted themselves from the risks shown.

While some still found images of diseased body parts shocking, others did not consider the illustrated risks personally relevant and thought warnings lacked credibility.

Our findings raise........

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