Effectiveness and wear-out effect of health warning labels on cigarette packets in India: a comprehensive review

Sudarshan Chanda; Samir Sarkar

doi:10.18203/2394-6040.ijcmph20261818

Authors

Sudarshan Chanda Department of Business Administration, Guwahati University, Guwahati, Assam, India
Samir Sarkar Department of Business Administration, Guwahati University, Guwahati, Assam, India

DOI:

https://doi.org/10.18203/2394-6040.ijcmph20261818

Keywords:

Health warning labels, Tobacco control, Cigarette packets, India, Wear-out effect, COTPA

Abstract

India is home to 182 million tobacco users, with tobacco consumption contributing to over 1.35 million deaths annually. Health warning labels on cigarette packets represent a critical public health intervention under the Cigarettes and Other Tobacco Products Act (COTPA) 2003. Understanding their effectiveness and potential wear-out effects is essential for evidence-based tobacco control policy. This comprehensive review synthesizes evidence from national surveys (GATS 2010 and 2016-2017), published research on pictorial health warning labels, tobacco control policies, and consumer behavioral studies. The review examines the effectiveness of health warning labels, wear-out effects, cognitive and behavioral reactions, pricing impacts, and mass communication strategies in the Indian context, aligned with WHO Framework Convention on Tobacco Control (FCTC) guidelines. GATS 2016-2017 demonstrated that 61.9% of adult cigarette smokers, 53.8% of bidi smokers, and 46.2% of smokeless tobacco users considered quitting primarily due to warning labels. Tobacco use declined from 34.6% (2009-2010) to 28.6% (2016-2017), with an 18% decrease among youth aged 15-24 years. However, 71.2% of respondents believed current pictorial warnings were insufficient in size and positioning. Research demonstrates that pictorial warnings with graphic imagery generate stronger cognitive and affective responses than text-only warnings, but effects may diminish over time without refreshing images. Health warning labels on cigarette packets in India demonstrate significant effectiveness in motivating quit attempts and reducing tobacco consumption. However, evidence suggests potential wear-out effects necessitating periodic rotation of warning images. India's tobacco control policies partially align with WHO FCTC recommendations but require strengthening in warning label size, tax increases, and comprehensive advertising bans.

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