Health Warnings on Tobacco Advertisements

The Tobacco Act currently places a number of restrictions on how tobacco products and smoking-related accessories can be promoted. However, the Framework Convention of Tobacco Control (FCTC), which came in force February 27, 2005, also contains provisions requiring that warnings or messages accompany all tobacco advertising.

To meet the Convention’s provisions, Health Canada has proposed that every tobacco advertisement, including advertisements for accessories that carry a tobacco-related brand element, be required to display a health warning.

Objective

The proposed regulations are expected to protect young persons and others from inducements to use tobacco products and enhance public awareness of the health hazards associated with tobacco use, in line with the purpose of the Tobacco Act.

Highlights

• the new regulations would be an additional requirement to further protect young persons and others from inducements to use tobacco products
• the proposed changes would bring Canada into compliance with Article 13 of the Framework Convention on Tobacco Control
• the new regulations would propose that every tobacco advertisement be required to display a health warning in black text, on a white background, surrounded by a black border occupying no less than 20% of the total surface area of the advertisement
• these new measures can be viewed as transitional, while further research is undertaken

Consultation Results

Health Canada has conducted a consultation on the development of the regulations mandating the display of health warnings on tobacco advertisements. During the consultation period, a number of responses were received from a variety of stakeholders. More than half of the respondents indicated either full or conditional support for developing health warning messages to be placed on tobacco advertisements. Input is being taken into consideration as Health Canada shapes and finalizes its proposal for new regulations.

International Efforts

Since 1984, the United States has required Surgeon General’s Warnings on tobacco advertisements, where one of four warnings must appear on most advertising. As of the end of December 2004, all advertisements at retail in the United Kingdom have to display a warning as well as a phone number for a smoking helpline and occupy at least 30% of the total area of the advertisement. In Australia (western Australia), a tobacco advertisement at retail must have a health warning displayed and occupy 50% of the total area of the advertisement.