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The evidence on this question is very strong. All tobacco pack health warnings contribute to the denormaslisation of smoking, and graphic warnings are especially effective.

The Evaluation of Australian Graphic Health Warnings concluded that “graphic health warnings ….heightened consumer concern about smoking, and contributed to deglamourising smoking, making it a less desirable behaviour”.¹ More specifically, prominent health warnings can actually undermine a brand’s appeal and the impact of package displays at retail outlets.^2,3,4 Finally, a Quebec (Canada) Superior Court Judge remarked “ Warnings are effective and undermine tobacco companies’ efforts to use cigarette packages as badges associated with a lifestyle”.⁵

1.     Evaluation of the Effectiveness of the Graphic Health Warnings on Tobacco Product Packaging 2008 Executive Summary (Government Report). Australia 2009

2.     Borland R and Hill D (1997) Initial impact of new Australian tobacco health warnings on knowledge and beliefs. Tob. Control, 6: 317-325

3.     Hyland M and Birrell J (1979) Government health warnings and the “boomerang” effect. Psychol. Reports, 44: 643-647

4.     Thrasher JF, Rouso MC, Ocampo-Anaya R, Reynales-Shigematsu LM, Arillo-Santillan E, Hernandez-Avila M (2007). Estimating the impact of different cigarette package warning label policies: The auction method. Addict. Behav. 32(12):2916-25

5.     JTI-MacDonald Inc. c. Procureure Générale du Canada (2002) C.S. p42