August 25, 2011 - Smokers are less likely to buy cigarettes if they are in plain, unbranded packages with warning labels featuring graphic images of cancer, according to a new study published in the journal Health Policy. Researchers from Susquehanna University held an experimental auction with 404 adult smokers bidding on four different kinds of cigarette packages—some with a text-only warning, some with both text and a graphic image. Furthermore, one of the packages featured the graphic health warning but on a plain pack with all brand colors and symbols removed. “We found that the label with just the front text warning had little effect on consumers,” said study co-author and professor of economics Matthew Rousu. “However, demand was significantly lower for packs with grotesque images, with the lowest demand associated with the plain, unbranded pack.” Bids for the plain, unbranded packs with the graphic photo of mouth cancer were 17 percent lower than the bids for packages with the current U.S. warning label. New cigarette warning labels, including graphic images of lung and mouth cancer, are scheduled to be introduced by the U.S. Food and Drug Administration in September 2012.

For more information, please visit http://news.health.com/2011/08/18/graphic-images-on-cigarette-packs-a-turn-off-for-smokers/