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. 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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 .........................................................................