Department of Marketing, University of Otago, PO Box 56, Dunedin, Otago, 9054, New Zealand.
Bull World Health Organ. 2010 Nov 1;88(11):861-6. doi: 10.2471/BLT.10.076695. Epub 2010 Oct 5.
While international evidence suggests that featuring pictorial health warnings on tobacco packaging is an effective tobacco control intervention, the process used to introduce these new warnings has not been well documented. We examined relevant documents and interviewed officials responsible for this process in New Zealand. We found that, despite tobacco companies' opposition to pictorial health warnings and the resource constraints facing health authorities, the implementation process was generally robust and successful. Potential lessons for other countries planning to introduce or refresh existing pictorial health warnings include: (i) strengthening the link between image research and policy; (ii) requiring frequent image development and refreshment; (iii) using larger pictures (e.g. 80% of the front of the packet); (iv) developing themes that recognize concerns held by different smoker sub-groups; and (v) running integrated mass media campaigns when the warnings are introduced. All countries could also support moves by the World Health Organization Framework Convention on Tobacco Control's Secretariat to develop an international bank of copyright-free warnings.
虽然国际证据表明，在烟草包装上使用图像健康警语是一种有效的控烟干预措施，但引入这些新警语的过程并未得到很好的记录。我们查阅了相关文件，并采访了新西兰负责这一过程的官员。我们发现，尽管烟草公司反对图像健康警语，且卫生当局面临资源限制，但实施过程总体上是稳健和成功的。其他计划引入或更新现有图像健康警语的国家可以从中吸取以下经验教训：(i) 加强图像研究与政策之间的联系；(ii) 要求频繁开发和更新图像；(iii) 使用更大的图片（例如包装正面的 80%）；(iv) 开发针对不同吸烟人群的主题；以及 (v) 在引入警语时开展综合大众媒体宣传活动。所有国家还可以支持世界卫生组织烟草控制框架公约秘书处采取行动，开发一个无版权国际健康警语库。
