A study conducted by researchers at Otago University has found that the graphic images of the effects of smoking are indeed having an effect on young smokers. Smokers aged 18-30 are more likely to give up cigarettes if the packaging allocates more space to the graphic health warnings, and less to the branding.

The study was led by Professor Janet Hoek, from the university’s Department of Marketing, and surveyed 292 young adult smokers. The participants were presented with a range of alternative cigarette packs, from the current branding (with 30% of the front carrying a pictorial health warning) to a plain pack displaying a picture of a smoking-related disease, which took up 75% of the front.

“The responses clearly show that as branding is reduced and health warning increased in size, the product becomes increasingly less attractive to young adult smokers”, reported Ms. Hoek.

These findings are in line with other studies that have shown brand imagery as reassuring to young smokers, and that it can override health messages. The researchers believe that branding should be reduced and graphic health warnings increased to 75% of the front. “Where branding is larger than health warnings, the dissuasive effect of the latter is diminished.”

The study called specifically for pictorial health warnings, which researchers said would have a more significant impact on smokers.