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Adult smokers' reactions to pictorial health warning labels on cigarette packs in Thailand and moderating effects of type of cigarette smoked: findings from the international tobacco control southeast Asia survey

Yong, Hua-Hie, Fong, Geoffrey T, Driezen, Pete, Borland, Ron, Quah, Anne CK, Sirirassamee, Buppha, Hamann, Stephen and Omar, Maizurah 2013, Adult smokers' reactions to pictorial health warning labels on cigarette packs in Thailand and moderating effects of type of cigarette smoked: findings from the international tobacco control southeast Asia survey, Nicotine and tobacco research, vol. 15, no. 8, pp. 1339-1347, doi: 10.1093/ntr/nts241.

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Title Adult smokers' reactions to pictorial health warning labels on cigarette packs in Thailand and moderating effects of type of cigarette smoked: findings from the international tobacco control southeast Asia survey
Author(s) Yong, Hua-HieORCID iD for Yong, Hua-Hie orcid.org/0000-0001-8167-6173
Fong, Geoffrey T
Driezen, Pete
Borland, Ron
Quah, Anne CK
Sirirassamee, Buppha
Hamann, Stephen
Omar, Maizurah
Journal name Nicotine and tobacco research
Volume number 15
Issue number 8
Start page 1339
End page 1347
Total pages 9
Publisher Oxford Academic
Place of publication Oxford, Eng.
Publication date 2013-08-01
ISSN 1469-994X
Keyword(s) health promotion
product labelling
smoking
Thailand
tobacco products
Summary INTRODUCTION: In this study, we aimed to examine, in Thailand, the impact on smokers' reported awareness of and their cognitive and behavioral reactions following the change from text-only to pictorial warnings printed on cigarette packs. We also sought to explore differences by type of cigarette smoked (roll-your-own [RYO] vs. factory-made [FM] cigarettes). METHODS: Data came from the International Tobacco Control Southeast Asia Survey, conducted in Thailand and Malaysia, where a representative sample of 2,000 adult smokers from each country were recruited and followed up. We analyzed data from one wave before (Wave 1) and two waves after the implementation of the new pictorial warnings (two sets introduced at Waves 2 and 3, respectively) in Thailand, with Malaysia, having text-only warnings, serving as a control. RESULTS: Following the warning label change in Thailand, smokers' reported awareness and their cognitive and behavioral reactions increased markedly, with the cognitive and behavioral effects sustained at the next follow-up. By contrast, no significant change was observed in Malaysia over the same period. Compared to smokers who smoke any FM cigarettes, smokers of only RYO cigarettes reported a lower salience but greater cognitive reactions to the new pictorial warnings. CONCLUSIONS: The new Thai pictorial health warning labels have led to a greater impact than the text-only warning labels, and refreshing the pictorial images may have helped sustain effects. This finding provides strong support for introducing pictorial warning labels in low- and middle-income countries, where the benefits may be even greater, given the lower literacy rates and generally lower levels of readily available health information on the risks of smoking.
Language eng
DOI 10.1093/ntr/nts241
Field of Research 1117 Public Health And Health Services
1103 Clinical Sciences
1505 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
Free to Read? Yes
Persistent URL http://hdl.handle.net/10536/DRO/DU:30108374

Document type: Journal Article
Collections: Faculty of Health
School of Psychology
Open Access Collection
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.