The initiative requires companies to increase the size of tobacco health warnings so they cover 75% of the surface of cigarette packs, added a Bloomberg report. The warnings, which currently cover 50% of the package, now will feature individuals' stories and be [image-nocss] changed regularly so they remain effective.
At a news conference, Aglukkaq unveiled four of the initial new, stronger messages and committed to a rotation of messages so that they avoid losing effectiveness over time.
Key features of the new label requirements include: New, larger graphic health warnings that will feature new diseases and, for the first time, testimonials from individuals affected by tobacco use. The warnings will cover 75% of the front and back of cigarette and little cigar packages, up from the current 50%. A pan-Canadian quitline and website. Provisional on provincial and territorial agreement, Health Canada intends to include on packages a pan-Canadian quitline number and website that would seamlessly connect smokers to provincial and territorial phone cessation support services. Improved health information messages and toxic emission statements. The addition of color and graphics to health information messages will make them more noticeable, while new toxic emission statements will be easier to understand.
In addition to the labeling changes, Health Canada is developing a social marketing campaign targeting smokers, including young adults. Multimedia, including social networks across the web, will be used to reach teenagers and young adults.
"The combination of larger health warning messages and social marketing will help the new messages reach as many smokers as possible," said Aglukkaq. "This comprehensive strategy will ensure Canada remains a world leader in tobacco control initiatives."
The new health warning messages will build on the success of the Cracking Down on Tobacco Marketing Aimed At Youth Act. The act, which became law in October 2009, makes it harder for industry to entice young people to smoke. The messages will also complement new and existing cessation and prevention initiatives, resulting in a comprehensive and integrated approach to tobacco control.
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