Assessment of Health Warning Messages on Cigarette Packages from Smoker's Viewpoints

Health warning messages on cigarette packages provide smokers with universal access to information on the risks of smoking. The effectiveness of package warnings depends on their size, position, and design. The purpose of this study was to assess three health warning messages existing on cigarette packages from smoker's point of view. This cross-sectional study was conducted on 300 smokers residing in Bandar Abbas, south Iran in 2014. Participants were randomly selected from 10 urban districts. Data were collected using an instrument including demographic characteristics, attitudes and reaction of smokers. The collected data were analyzed using the descriptive and inferential tests in the SPSS-19. Mean age of the smokers was 36.8±9.9 with a range varied from 18 to 70 years. Most of the participants had a history of 10 years consumption and between 10 to 20 cigarettes a day. Most of the participants had a high school diploma. Only 19% of smokers assessed the quality of messages as good. The third message (death and life picture, healthy lungs and lungs of a patient) had more impact among the smokers. Based on the results, message designers should revise the structure of warning messages on cigarette packages. They should pay their attention to the design, size of pictures, and duration of the messages.