Positive messages accompanied by warnings on tobacco packages could help people quit smoking

In New Zealand, a recent study conducted 27 in-depth interviews with adult rolling tobacco users from Wellington and Dunedin about their perceptions of efficacy messages. Participants overwhelmingly expressed a favorable opinion, viewing these messages as hopeful, supportive, and motivating. Unlike graphic images, which were perceived as solely negative, efficacy messages were seen as empowering tools, acknowledging the challenges of quitting without judgment.[1].

The Evolution of Tobacco Packaging: From Brand Images to Graphic Warnings

Many countries have replaced the eye-catching branding on tobacco packages with large, pictorial warnings, often accompanied by deterrent colors. These images aim to inform smokers about the risks associated with smoking and discourage young people from starting to smoke. They rely primarily on the emotion of fear, which can encourage people to quit. However, some people may react differently, minimizing the risks or feeling unaffected.

For decades, tobacco companies used branding to evoke notions such as femininity, success, and adventure, creating a strong emotional connection with consumers. The introduction of plain packaging removed these visual elements and replaced them with graphic warnings, often depicting diseased organs, to illustrate the serious effects of smoking. These visuals have contributed to a decline in smoking rates in several countries, but their effectiveness can be limited if smokers feel unable to quit.

Supplementing images with effectiveness messages: the role of inserts

To enhance the impact of graphic warnings, some countries, such as Canada, have incorporated effectiveness messages (or efficacy inserts) in the packs. These messages aim to increase smokers' confidence in their ability to quit and to highlight the concrete benefits of a tobacco-free life. These can include practical advice, encouragement, or positive reminders.

Studies conducted in Canada show that smokers exposed to these messages often feel more confident in their ability to quit and are more convinced of the benefits associated with quitting. Despite these results, few countries have adopted this type of measure.

The case of New Zealand: local perceptions and political opportunities

Professor Janet Hoek, co-director of the ASPIRE Aotearoa Research Centre at the University of Otago in Wellington, and lead author of the study, says graphic warnings have reduced the appeal of tobacco to young people and helped lower smoking rates. Graphic warnings have played an important role in reducing smoking rates. However, people who continue to smoke may feel marginalized, judged, and powerless. »[2].

During the study, two major ideas emerged. First, positive messages would provide a sense of emotional security and strengthen confidence in the ability to quit smoking. Second, smokers would appreciate concrete advice to help them in their quitting journey. Furthermore, several participants felt that the current graphic warnings, in place since 2018, had become less impactful. They recommended updating them to be more diverse and culturally appropriate.

In the current context, where New Zealand has canceled some ambitious measures of its "smoke-free" strategy, the authors believe that the country is missing an opportunity to act. Drawing on the Canadian and Australian experiences, New Zealand could introduce effectiveness messages to complement existing images, and update these to also address the consequences of smoking on family and financial well-being. These actions would reduce stigma, strengthen motivation, and increase the chances of lasting cessation.

However, this would mainly concern an adult population, as New Zealand's youth are increasingly attracted to e-cigarettes, which have an attractive visual appearance. A law has just banned the sale, manufacture and distribution of disposable e-cigarettes, 10.5 % of people aged 15 to 17 vaped daily in 2023-2024, and some e-cigarette packaging was reported with a nicotine level much higher than that displayed, which raises the question of a need for public information on these new nicotine products.

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[1]Janet Hoek, Lani Teddy, Balancing fear with hope: A more effective way of promoting smoking cessation?, Public Health Communication Centre Aotearoa, published 14 August 2025, accessed the same day

[2]New Zealand Doctor Rata Aotearoa, Positive messages alongside warnings on tobacco packs could help people quit, published on August 14, 2025, consulted the same day

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