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Bigger and Stronger Warnings on Smokeless Tobacco AdsFrom June 22, new health warnings, much larger and bolder than the current ones will become a part of all the smokeless tobacco advertisements appeared in magazines. The corresponding measure is included in the provisions of the landmark Tobacco Control Act signed into law last June. However, some tobacco companies decided to include new warnings in their products’ ads published earlier than June 22. At the moment, the health warnings on the adverts of smokeless tobacco are written in small letters in the bottom corner of the ad. According to the new regulation, the warnings have to occupy 20% of the ad’s space. Anti-smoking advocates are delighted with the regulation, claiming the bigger and stronger warnings would definitely be noticed by the readers, in contrast to the current warnings. In conformity with a resent market analysis, smokeless tobacco products are consumed by almost 3 percent of adult Americans, and the ads of these products target young adults, particularly those from rural locations. And according to public health scientists, stronger warnings discourage consumers from trying these products. The changes in the health warnings will be applied for the first time since 1986. The messages set to appear in the advertisements include statements that this product can cause cancer, tooth loss, and that smokeless tobacco is addictive. Current adverts contain the same messages, but they are much smaller in size. Yet, several well-known scientists are still not satisfied with the changes in the warnings, stating that the warnings are printed in such colors that they will be not seen by the readers. Professor Margaret A. Morrison from the University of Tennessee stated that health warnings in white print on black background are generally not noticed by the readers, because when the readers look at the advert as a whole, they are more likely to be attracted by the colors in the ad. So, the major issue is not related to the size, but to the colors. According to another scientist, Professor Gregory N. Connolly from the Harvard Public Health School declared that the warning statements are still not enough to discourage people, as the biggest concern is the appeal of the message from the advertisement, saying that smokeless products can be consumed everywhere, and thus, being a product which allows smokers continue their habit even in those places where cigarettes are banned. Smokeless tobacco products have been the subject of attention and criticism recently. The growing segment of these products, make some scientists be concerned that the products lure non-smokers among younger adults and adolescents by turning the process of tobacco consumption to a funny and cool trend. However, many public health advocates support these products, as they have no hazardous smoke. pMeanwhile, under another provision of Tobacco Control Act, the makers of cigarettes will also have to place larger and stronger health statements, which will take into effect on June 22, 2011. The new warnings will have to occupy 50 percent of the space of the pack and contain graphic images of the diseases related to cigarette smoking. |
