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Building Capacity for Tobacco Control / Training Package 2 Warn about the dangers of tobacco: Packaging and labelling of tobacco products Warn about the dangers of tobacco: Packaging and labelling of tobacco products and labelling of tobacco Packaging of tobacco: about the dangers Warn WHO Library Cataloguing-in-Publication Data Building capacity for tobacco control: training package. Contents: 1.Protect people from tobacco smoke: smoke-free environments - 2.Warn about the dangers of tobacco: packaging and labelling of tobacco products - 3.Tobacco advertising, promotion and sponsorship: enforcing comprehensive bans. 1.Tobacco smoke pollution - prevention and control. 2.Smoking - prevention and control. 3.Tobacco-derived products labelling. 4.Tobacco control campaigns. 5.Teaching materials I.World Health Organization. II.International Union against Tuberculosis and Lung Disease. ISBN 978 92 4 150135 4 (NLM classification: HD 9130.6) © World Health Organization and International Union against Tuberculosis and Lung Disease 2011 All rights reserved. Publications of the World Health Organization can be obtained from WHO Press, World Health Organization, 20 Avenue Appia, 1211 Geneva 27, Switzerland (tel.: +41 22 791 3264; fax: +41 22 791 4857; e-mail: [email protected]). Requests for permission to reproduce or translate WHO publications – whether for sale or for noncommercial distribution – should be addressed to WHO Press, at the above address (fax: +41 22 791 4806; e-mail: [email protected]). The designations employed and the presentation of the material in this publication do not imply the expression of any opinion whatsoever on the part of the World Health Organization concerning the legal status of any country, territory, city or area or of its authorities, or concerning the delimitation of its frontiers or boundaries. Dotted lines on maps represent approximate border lines for which there may not yet be full agreement. The mention of specific companies or of certain manufacturers’ products does not imply that they are endorsed or recommended by the World Health Organization in preference to others of a similar nature that are not mentioned. Errors and omissions excepted, the names of proprietary products are distinguished by initial capital letters. All reasonable precautions have been taken by the World Health Organization to verify the information contained in this publication. However, the published material is being distributed without warranty of any kind, either expressed or implied. The responsibility for the interpretation and use of the material lies with the reader. In no event shall the World Health Organization be liable for damages arising from its use. Design and layout: Bernard Sauser-Hall Printed in France Warn about the dangers of tobacco: Packaging and labelling of tobacco products Technical guide Warn about the dangers of tobacco: Packaging and labelling of tobacco products Technical guide CONTENTS Introduction........................................................................................................................................................................ 1 1. The basis for action: evidence review......................................................................................................................... 2 1.1 The importance of the package.............................................................................................................................. 2 1.2 Health messages on packaging ............................................................................................................................. 3 1.2.1 Impact of messages on attitudes, knowledge and smoking behaviour ........................................................ 4 1.2.2 Factors that influence the effectiveness of messages.................................................................................... 5 1.3 Information on constituents and emissions ......................................................................................................... 9 1.3.1 Measurement of tobacco smoke emissions.................................................................................................... 9 1.3.2 Consumer perceptions of information............................................................................................................. 10 1.3.3 Non-numerical or descriptive emission labelling........................................................................................... 11 1.4 Misleading labelling ................................................................................................................................................ 11 1.4.1 Brand descriptors.............................................................................................................................................. 11 1.4.2 Colour, symbols and imagery ........................................................................................................................... 12 1.4.3 References to product design........................................................................................................................... 13 1.4.4 Evaluating the impact of eliminating misleading labelling ............................................................................ 14 1.5 Plain packaging of tobacco products..................................................................................................................... 14 1.6 Conclusion................................................................................................................................................................ 16 2. Pre-implementation: development of legislation and warnings............................................................................ 17 2.1 Development of legislation and regulations......................................................................................................... 17 2.1.1 Step 1: Identify your policy goals ...................................................................................................................... 17 2.1.2 Step 2: Identify the best means to achieve these goals.................................................................................. 17 2.1.3 Step 3: Review legislation from other countries ............................................................................................. 18 2.1.4 Step 4: Develop legislation to achieve your goals............................................................................................ 20 2.2 Development of health warnings........................................................................................................................... 27 2.2.1 Step 1: Review warnings used in other jurisdictions ...................................................................................... 27 2.2.2 Step 2: Determine general design and specific elements of layout .............................................................. 28 2.2.3 Step 4: Select number of warnings and rotation period................................................................................. 31 2.2.4 Step 5: Content: identify themes and subjects................................................................................................ 31 2.2.5 Step 6: Select images and determine presentation style ............................................................................... 33 2.2.6 Step 7: Develop the health warnings................................................................................................................ 35 2.3 Development of messages on constituents and emissions............................................................................. 37 2.3.1 Step 1: Review existing messages on constituents and emissions ............................................................... 37 2.3.2 Step 2: Determine layout and design ............................................................................................................... 37 2.3.3 Step 3: Select number of messages and rotation period ............................................................................... 38 2.3.4 Step 4: Define content ....................................................................................................................................... 39 2.3.5 Step 5: Develop the messages.......................................................................................................................... 40 2.4 Pre-testing health warnings and messages on constituents and emissions ................................................... 40 2.4.1 Testing of layout and design.............................................................................................................................. 41 2.4.2 Testing of concept and content ......................................................................................................................... 43 3. Implementation: promoting policies and countering opposition............................................................................ 46 3.1 Step 1: Prepare and disseminate evidence and information to key audiences ...................................................46 3.2 Step 2: Develop earned media strategies to promote information and messages ............................................. 47 3.3 Step 3: Develop and implement a mass media campaign to promote and support policies ............................. 48 3.4 Step 4: Consult as necessary with stakeholders and the public .........................................................................
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