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The Influence of Tobacco Powerwall Advertising on Children
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Warnings Examples

Images of Canadian Health Warnings

 

 

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Cigarettes are highly addictiveCigarettes are highly addictive
Children see children doChildren see children do
Cigarettes hurt babiesCigarettes hurt babies
Tobacco use can make you impotentTobacco use can make you impotent
Don't poison usDon't poison us
Tobacco smoke hurts babiesTobacco smoke hurts babies
Cigarettes cause strokesCigarettes cause strokes
Cigarettes cause mouth diseaseCigarettes cause mouth disease
Each year, the equivalent of a small city dies from tobacco useEach year, the equivalent of a small city dies from tobacco use
Cigarettes leave you breathlessCigarettes leave you breathless
Cigarettes are a heartbreakerCigarettes are a heartbreaker
Cigarettes cause lung cancerCigarettes cause lung cancer
Cigarettes cause lung cancerCigarettes cause lung cancer
Idle but deadlyIdle but deadly
[Carton wrapper]
Where there's smoke there's hydrogen cyanide		[Carton wrapper]
Where there's smoke there's hydrogen cyanide
You're not the only one smoking this cigaretteYou're not the only one smoking this cigarette

 

Manufacturers of cigarettes for sale in Canada are required to print one of the 16 new health warnings shown above on each pack of cigarettes. The requirement came into effect on Dec. 23rd, 2000 for brands with a market share of 2% or more, and will be extended to smaller brands by mid-2001.

The above JPGs were scanned from cigarette packs purchased in Québec on Jan. 2nd, 2001. The new warnings are trickling into retail outlets across the country as stocks of cigarettes are renewed. Warnings showed up first on the country’s four biggest brands: du Maurier, Player’s and Matinée (all manufactured by Imperial Tobacco of Canada, a subsidiary of British American Tobacco) and Export ‘A’ (manufactured by JTI-Macdonald, a subsidiary of Japan Tobacco International).

The new warning system extends to carton wrappers, which now include a warning on each of their six surfaces. (See the second-last warning for an example.)

Note to international readers: in Canada, cigarettes are generally sold in packets of 25, in a format known as “slide and shell” that is a different shape from the internationally more widespread “flip top” or “soft pack” version.
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According to the latest results from the Canadian Tobacco Use Monitoring Survey (CTUMS), for data collected between February and December 2005, slightly fewer than 5 million people, representing 19% of the population aged 15 years and older, were current smokers, of which 15% reported smoking daily. Approximately 22% of men were current smokers, higher than the proportion of women (16%).
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