Summary of reactions to health warnings
Eight graphic health warnings were shown to premium cigar and cigarillo / little cigar smokers. The warning statements and image of each is shown below.
Graphic health warnings tested with premium cigar and cigarillo / little cigar smokers
A. Cigar smoking increases your risk of heart disease
B. Cigar smoking is not a safe alternative
C. Cigar smoking causes throat cancer
E. Cigar smoking causes mouth cancer
F. Cigar smoking damages your teeth and gums
G. Don't let others breathe cigar smoke
D/H. Cigar smoking causes lung cancer
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A summary of the impact of each of the health warnings on both premium cigar and cigarillo / little cigar smokers is shown below.
Table 1: Summary of the impact of health warnings on premium cigar and cigarillo / little cigar smokers
|Health Warnings||Premium Cigar||Cigarillo|
|A: Heart disease||Yes||No||Yes||Yes||Yes||Yes|
|B: Not a safe alternative||No /Yes||Yes||Yes||Yes||Yes||Yes|
|C: Throat cancer||?||Yes||Yes||Yes||Yes||Yes|
|D: Lung cancer (lung image)||No||No||Yes||?||?||Yes|
|E: Mouth cancer||Yes||Yes||Yes||Yes||Yes||Yes|
|G: Teeth and gums||Yes||Yes||Yes||Yes||Yes||Yes|
|H: Lung cancer (man image)||No||No||Yes||?||?||Yes|
As shown above, three of the health warnings are perceived as relevant, credible and understandable for both premium cigar and cigarillo / little cigar smokers. All elements of the three messages, including warning message, image and explanatory message (copy), are credible and relevant in current format and do not need to be refined further prior to use. These are:
- ‘throat cancer’;
- ‘mouth cancer’; and
- ‘damage to teeth and gums’.
Two further messages may be effective for use with cigarillo / little cigar smokers after some refinement.These are:
- ‘heart disease’ - with revised copy if it is also to be used on single sale premium cigars; and
- ‘not a safe alternative’ - with revised image and copy.
Premium cigar smokers are less likely to find these messages relevant, although they will accept these as credible. They could be used with premium cigar products but will not have the same impact as the three others.
If necessary, and following revisions to both copy and image, ‘lung cancer’ could be used on cigarillo / little cigar packs.
Given that premium cigar smokers do not consciously inhale it will be difficult to ensure the credibility of this message for this audience. However, those cigarillo / little cigar smokers who do consciously inhale will benefit from this message.
Each of the warnings tested and reactions of both cigar and cigarillo / little cigar smokers are discussed below.
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