Pictorial Health Warning Labels

Pictorial health warning labels started to appear on cigarette packages in January 2001. After four years, Canadian adult and youth smokers continue to report that these health warnings are effective. However, based on research results, changes have been proposed that would better address the needs of a more varied audience, and would ensure that labeling continues to be noticeable, informative and credible.

Health Canada is currently in the process of developing new health warnings that will ensure that Canadians of all ages are better informed about the serious health hazards associated with tobacco products.

Highlights

• pictorial health warnings labels must occupy at least the top 50 % of the principal display surfaces on both sides of the package.
• currently, there are 16 full-colour, picture-based warnings that include warnings on second hand smoke; warnings that offer information on health effects; and warnings on death statistics.
• research and evaluation results show that both smokers and non-smokers, of all ages, strongly support the concept of pictorial health warnings on tobacco product packaging.
• youth and adult smokers report that the health warning messages that appear on cigarette packages are effective in providing information and in influencing their smoking behaviour.

The proposed changes call for

• a total of 48 warnings to be displayed, a number at a time and changed every two years;
• messages that target groups such as youth, adults with low literacy skills, hard-core smokers and people thinking about quitting smoking;
• new health information messages for the back panel of the cigarette slide-and-shell pack, or for the leaflet, and for the upper slide flap of the package; and
• new, easier-to-understand toxic emissions statements on smoked products and toxic constituent statements on smokeless tobacco products.