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Graphic warning labels in cigarette advertisements: recall and viewing patterns.

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Graphic warning labels significantly improve smokers' recall of health risks compared to text-only labels. These visual warnings are more effective because they capture and maintain attention longer.

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Area of Science:

  • Public Health
  • Behavioral Science
  • Health Communication

Background:

  • The Family Smoking Prevention and Tobacco Control Act empowered the U.S. Food and Drug Administration (FDA) to mandate graphic warning labels on tobacco products.
  • Implementation of these graphic warning labels on cigarette packaging and advertising was required by September 2012.

Purpose of the Study:

  • To investigate recall and viewing patterns for text-only versus graphic cigarette warning labels.
  • To determine the relationship between viewing patterns and recall of warning labels.

Main Methods:

  • Two hundred current daily smokers were randomly assigned to view cigarette advertisements featuring either text-only or graphic warning labels.
  • Eye-tracking technology measured viewing patterns, followed by an assessment of recall.
  • Study sessions occurred between November 2008 and November 2009.

Main Results:

  • Recall of warning labels was significantly higher for the graphic condition (83%) compared to the text-only condition (50%).
  • Key viewing metrics, including time to first viewing and dwell time on graphic images, were significantly associated with correct recall.
  • Warning labels that attracted attention faster and held it longer correlated with improved recall.

Conclusions:

  • Graphic warning labels enhance smokers' recall of warnings and associated health risks.
  • The effectiveness of graphic labels stems from their ability to capture and sustain viewer attention.