烟盒包装图形健康警示有效性评估

Effectiveness evaluation on picture health warning labels in cigarette packs

目的通过实验性研究,评估原卫生部设计的健康警示图形与中外现行烟包健康警示的有效性。方法在北京、绍兴共调查600人。12种模拟烟盒以中华烟为背景制作,包含原卫生部设计的10种健康警示图形、1种澳大利亚现行图形警示以及中国现行文字警示。调查对象针对健康警示是否能够有效促使吸烟者戒烟和阻止青少年开始吸烟两方面对12种健康警示分别进行评价。结果澳大利亚全警示烟盒包装在促进戒烟[(4.09±1.17)分,F=157.10,P<0.01]和阻止尝试吸烟[(4.13±1.13)分,F=166.53,P<0.01]2个方面都被评价为最有效,其次是原卫生部的10种图形警示,中国现行文字警示有效性评价得分最低。结论图形警示有效性远远强于文字警示,可以有效地向公众宣传吸烟、二手烟危害。

Objective To evaluate perceived effectiveness of picture health warning labels （HWLs） designed by the former MOH in 2012, which were displayed on the mock-up cigarette packs, and compare current text-only health warn- ing label used in China and current plain packaging used in Australia. Methods 600 participants were enrolled in Beijing and Shaoxing. Participants viewed a set of mock-up cigarette packs with 12 different health warning labels, including a） 10 picture warnings designed by the former MOH; b） 1 current Chinese text-only warning; and c） 1 Australian picture warn- ing using plain packaging. Participants rated the 12 warning labels on their effectiveness in terms of motivating smokers to quit and convincing young people not to start smoking. Results The Australian picture warning using plain packaging was rated as the most effective （score： 4. 09 ± 1.17, F = 157. 10, P 〈 0. 01 ） , whereas the current Chinese text warning as the least effective （score： 4. 13 ± 1.13, F = 166. 53, P 〈 0. 01 ）. 10 picture warnings designed by former MOH were perceived much more effective than the current text-only warning, but slightly ineffective compared to the Australian picture warning a- dopting plain packaging. Conclusion PictureHWLs are demonstrated to be much more effective than text-only ones. The pictureHWLs designed by former MOH could possibly insert greater impact on communicating the adverse effect of smoking/ second hand smoke to the public.