"The findings have raised concern among public health experts about the unintended consequences of EU-­mandated picture warnings designed to reduce smoking rates. The research, led by a team at the Technological University of the ­Shannon (TUS), examined reactions to one image of a woman exhaling cigarette smoke. It revealed that despite the intended purpose, to deter use, some of those surveyed reported ­positive emotional responses."
"The study, which surveyed 607 ­people in Ireland, asked individuals to ­describe their response to one of 14 EU warning images, which was viewed as open to interpretation. Over half (54pc) reacted negatively to the image, using words such as "death", "anxiety", "stress" and "self-harm". In contrast, 22pc of respondents reported the image evoked feelings of relaxation, calm and peacefulness."
"Overall, just over a quarter, or 28pc of respondents, found the image ­appealing in some way. Among these, 40 described the image as "stylish," "cool" or "classy" while others felt it made smoking appear attractive or enjoyable. In the study, published in The BMJ, eight people ­labelled the image ­"seductive" or "sexy"."
A survey of 607 people in Ireland asked participants to describe their response to one of 14 EU cigarette-warning images showing a woman exhaling smoke. Fifty-four percent reacted negatively, using words such as "death", "anxiety", "stress" and "self-harm". Twenty-two percent reported feelings of relaxation, calm and peacefulness. Overall 28 percent found the image appealing in some way; 40 respondents described it as "stylish", "cool" or "classy", and eight labelled it "seductive" or "sexy". The findings indicate a risk that some graphic warnings could unintentionally glamorise smoking. Limitations included absence of accompanying warning text and a predominantly student sample.
Read at Irish Independent
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