Canada’s anti-smoking warnings get larger

By Dr. Ananya Mandal, MDJan 2 2011

Canada will have larger and enhanced warning labels on cigarette packs, it was revealed in a government announcement last Thursday. Health Minister Leona Aglukkaq said that these new warnings will cover three-quarters of the front and back of cigarette packs, up from one-half.

The warnings will have messages about tobacco-related diseases such as bladder cancer and testimonials from cancer victims. There will be a help line for quitters. One of the labels will feature an image of well-known Canadian lung cancer victim and former model Barb Tarbox on her deathbed accompanied by the message: “This is what dying of cancer looks like.” She died in 2003 at the age of 42.

Aglukkaq said, “Canadian and international research has shown that to be effective, health warnings must be noticeable and memorable. They must also be believable and relevant.” According to officials the new rules will be phased in gradually and tobacco companies will have a chance to comment during the process.

The health ministry had spent six years devising the new campaign and agreeing on details with the country’s 10 provinces, which administer public health care but in 2010 September the Conservative government confounded the activists by freezing plans to update the warning labels. The change of mind sparked the main opposition Liberal Party into accusing the government of going over its decisions. Liberal legislator Ujjal Dosanjh said, “Only public uproar over the influence of the tobacco lobby has forced them to change course and so here they are with a hasty announcement designed to cover their tracks buried in the holiday season… Today’s announcement is long overdue and suggests the tobacco lobby continues to have a tight grip on this government.”

Aglukkaq denied she had met with tobacco companies and said it took time to prepare a comprehensive package of anti-smoking measures. She revealed that social media like facebook would be used to target young smokers. The graphic warnings will also change periodically to remain fresh and noticeable. Canada was the first to put warning labels on packs but there were no upgrades that led to its failure. A 2009 survey showed 18 percent of Canadians smoke. The rate rises to 23 percent for young adults aged 20-24. Some 37,000 Canadians die every year from tobacco use, Aglukkaq said.

“Size is extremely important to the effectiveness” of the warnings, Rob Cunningham of the Canadian Cancer Society said. “The larger the size, the greater the impact.”