don's report archive

by Donald B. Ardell, Ph. D.

Wellness in the Headlines
(Don's Report to the World)

The Canadians can teach us a thing or two about many things, such as hockey, tasteful demonstrations of national loyalty and how to place effective warnings on packs of cigarettes! The Canadian version of tobacco warning messages is hard-hitting, creative and unavoidable even to a smoker in serious denial. This is quite different from the wimpy, easy-to-overlook Surgeon General statements found (if you look hard enough) on US brands of cigarettes. In Canada, warning labels cover the entire top portion of the front and the back of all packs! In addition, these labels are graphic and horror-inducing, often featuring images of diseased lungs, hearts and mouths.

A recent Wall Street Journal story ("Study Supports Graphic Cigarette Warnings: Lawmakers Seek to Introduce Labels in U.S."--January 10, 2002) described a Canadian Cancer Society study that found the larger, more graphic health warnings to be much more effective than the American counterparts. In this country, warning labels are barely noticeable and far too mild to gain much attention from addicted users. Now many American regulators and politicians want to require Canadian-style labels on our own cigarette packages. One US congressperson who plans to introduce legislation along these lines is quoted as follows: "We need health warning labels that cut through Big Tobacco's advertising spin. Our bill would ensure U.S. warning labels also speak loudly, clearly and effectively about tobacco's health risks." Good thinking, but why not go a bit farther than the Canadians? Don't we want to be number one in everything?

Why not enlist the help of the "Horror Writers Association" (HWA), a worldwide organization of horror story authors and publishing professionals dedicated to excellence in the writing of horror, occult and dark fantasy copy? Then we could all enjoy some truly attention-getting cigarette warning labels. Just think what Steven King, Joe Lansdale, Robert McCammon or Dean Koontz, to name but a few, might come up with! We could make those Canadian Cancer Society writers seem positively wimpy on the consequences of stupid behavior. Think Bram Stoker and Frankenstein meet the Marlboro Man.

Many Canadian cigarette packs also carry information about how to stop smoking, with phone number of agencies that can help. The Canadian Cancer Society study found that 44 percent of smokers reported becoming more motivated to quit due to the information on the packs. Of those who did quit, 38 percent credited the warnings as a key factor in their decisions to do so. What is really neat about the Canadian warnings is that studies show that 90 percent of smokers notice the warnings, and 43 percent say the warnings make them more concerned about the health effects of smoking. Another 21 percent said that they decided NOT TO BUY a pack of cigarettes on some occasions because of the warnings.

Naturally, the tobacco giants are not exactly supportive of changing the current labels. Rather than come out with direct opposition, a "let's think about this in more depth" type strategy seems to be emerging, as seen in this remark from a representative of Philip Morris Companies: "We believe that changes to warning labels should be part of comprehensive legislation that gives the federal Food and Drug Administration authority to regulate tobacco products."

I suppose tobacco companies are not likely to contribute much money to my campaign for mayor, as my idea about hiring horror writers is at odd with their strong opposition to "shock images." The tobacco spokesperson said, "The goal of health warnings should be to inform adults, not to repel or humiliate adults for legal choices they are making."

I don't want to humiliate anyone, but a bit of repelling might be a good thing on cigarette packs. Furthermore, why not compensate those of us who sometimes have to endure second-hand smoke by permitting a little entertainment now and then on cigarette packs warning labels? Do that and even non-smokers will be reading the labels of cigarette packs without, of course, buying the packs to take home and smoke.

Any ideas? Consider sending me suggestions for more effective warning labels on American cigarette packages. I’ll review all of them for truly horror-packed labels and post a few of the best at this site at a future date. Who knows? You might become famous! Maybe the Canadians will hire you to help them keep their clear lead in the category of creative warning labels on cigarette packages!

Enjoy, be well and always look on the bright side of life.

(Note: This essay will be filed in the archives in the PHYSICAL DOMAIN under the skill area of lifestyle habits. Additional articles related to this theme may be found there.)

(Ed. Note: Views expressed in this and other columns are those of the author and not necessarily those of the SeekWellness Editorial Board.)

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