The US Food and Drug Administration (FDA) now has regulatory authority over tobacco, including the selection and changing of pictorial and textual content for health warning labels (HWLs) on cigarette packaging. In September 2012, the US is scheduled to implement nine different text messages and images on HWLs that will cover 50% of the front and back of cigarette packs. After the first round of pictorial HWLs is implemented, its effects will """"""""wear out"""""""" over time. The FDA is charged with changing the content of HWLs if they have evidence that changing them will """"""""...promote greater public understanding of the risks associated with the use of tobacco products.''The proposed study will address methodological shortfalls of previous studies to provide researchers and US regulators with state-of-the-art scientific evidence on the effects of key pictorial HWL policy characteristics on smokers'understanding of smoking-related risks and on smoking cessation. The results will inform legal challenges to implementation of current US policy, and they will provide the basis for decision-making about future pictorial HWL policy in the US and around the world. We propose to conduct studies of adult smokers in the US and in three comparable countries that will all implement new pictorial HWLs in 2012, but with policies that differ from one another in important ways: 1. the US will implement its 1st round of pictorial HWLs, using short and simple risk messages; 2. Mexico will rotate new HWLs at the highest frequency in the world (i.e., two new HWLs every three months); 2. Canada will implement its 2nd round of pictorial HWLs, which include comprehensive risk and quit messages; 4. Australia will implement its 2nd round of pictorial HWLs, while also implementing the innovative policy of prohibiting brand colors and logos from cigarette packages in order to enhance the efficacy of HWLs. This project will capitalize on the unprecedented opportunity to systematically examine the real world effects over time of different pictorial HWL policies that US regulators should consider for future policy development. The proposed project will pursue the following specific aims:
Specific Aim 1 : We will use a quasi-experimental design with panels of adult smokers in four countries (Canada, Australia, Mexico, United States) to determine which pictorial HWL characteristics most effectively promote understanding of smoking-related risks and increase cessation behavior.
Specific Aim 2 : We will conduct a series of controlled randomized experiments among adult smokers in the same four countries, systematically varying their exposure to pictorial HWL characteristics that are novel relative to existing HWLs, in order to determine the cognitive and affective impact of these manipulations. Meeting these aims will produce the scientific evidence that US regulators need on the real world impacts of different pictorial HWL policy options. Results will be disseminated to researchers and decision-makers, including the FDA, which can revise US HWLs to improve consumer understanding of smoking-related harms.

Public Health Relevance

In 2012, the United States (US) will implement prominent pictorial health warning labels (HWLs) on cigarette packaging in order to reduce tobacco use, which is the leading cause of preventable death in the US. The proposed study will examine the effects and wear out of this policy, comparing the results with those from three other countries (i.e., Canada, Australia, and Mexico) whose pictorial HWL policies contrast with US policy in important ways. Results from this research will increase understanding of the characteristics of pictorial HWL policies that are most effective and sustainable, so that regulators in the US and other countries can design HWL policies that better address the substantial public health burden of tobacco use.

Agency
National Institute of Health (NIH)
Institute
National Cancer Institute (NCI)
Type
Research Project (R01)
Project #
5R01CA167067-04
Application #
8658408
Study Section
Community Influences on Health Behavior (CIHB)
Program Officer
Vollinger, Robert
Project Start
2012-07-01
Project End
2017-04-30
Budget Start
2014-05-01
Budget End
2015-04-30
Support Year
4
Fiscal Year
2014
Total Cost
Indirect Cost
Name
University of South Carolina at Columbia
Department
Miscellaneous
Type
Schools of Public Health
DUNS #
City
Columbia
State
SC
Country
United States
Zip Code
29208
Thrasher, James F; Abad-Vivero, Erika N; Moodie, Crawford et al. (2016) Cigarette brands with flavour capsules in the filter: trends in use and brand perceptions among smokers in the USA, Mexico and Australia, 2012-2014. Tob Control 25:275-83
Riddle Jr, Philip J; Newman-Norlund, Roger D; Baer, Jessica et al. (2016) Neural response to pictorial health warning labels can predict smoking behavioral change. Soc Cogn Affect Neurosci 11:1802-1811
Thrasher, James F; Abad-Vivero, Erika N; Huang, Liling et al. (2016) Interpersonal communication about pictorial health warnings on cigarette packages: Policy-related influences and relationships with smoking cessation attempts. Soc Sci Med 164:141-9
Huang, Li-Ling; Thrasher, James F; Reid, Jessica L et al. (2016) Predictive and External Validity of a Pre-Market Study to Determine the Most Effective Pictorial Health Warning Label Content for Cigarette Packages. Nicotine Tob Res 18:1376-81
Thrasher, James F; Swayampakala, Kamala; Cummings, K Michael et al. (2016) Cigarette package inserts can promote efficacy beliefs and sustained smoking cessation attempts: A longitudinal assessment of an innovative policy in Canada. Prev Med 88:59-65
Osman, Amira; Thrasher, James F; Cayir, Ebru et al. (2016) Depressive symptoms and responses to cigarette pack warning labels among Mexican smokers. Health Psychol 35:442-53
Thrasher, James F; Swayampakala, Kamala; Borland, Ron et al. (2016) Influences of Self-Efficacy, Response Efficacy, and Reactance on Responses to Cigarette Health Warnings: A Longitudinal Study of Adult Smokers in Australia and Canada. Health Commun 31:1517-26
Nagelhout, Gera E; Osman, Amira; Yong, Hua-Hie et al. (2015) Was the media campaign that supported Australia's new pictorial cigarette warning labels and plain packaging policy associated with more attention to and talking about warning labels? Addict Behav 49:64-7
Swayampakala, Kamala; Thrasher, James F; Hammond, David et al. (2015) Pictorial health warning label content and smokers' understanding of smoking-related risks-a cross-country comparison. Health Educ Res 30:35-45
Huang, Li-Ling; Thrasher, James F; Abad, Erika Nayeli et al. (2015) The U.S. National Tips From Former Smokers Antismoking Campaign: Promoting Awareness of Smoking-Related Risks, Cessation Resources, and Cessation Behaviors. Health Educ Behav 42:480-6

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