Tob Control 18:235-237 doi:10.1136/tc.2008.028290
  • Brief report

Impact on the Australian Quitline of new graphic cigarette pack warnings including the Quitline number

Open Access
  1. C L Miller1,2,
  2. D J Hill3,
  3. P G Quester4,
  4. J E Hiller2
  1. 1
    The Cancer Council South Australia, Eastwood, South Australia, Australia
  2. 2
    Discipline of Public Health, School of Population Health and Clinical Practice, University of Adelaide, South Australia, Australia
  3. 3
    The Cancer Council Victoria, Victoria, Australia
  4. 4
    Business School, University of Adelaide, South Australia, Australia
  1. C Miller, The Cancer Council South Australia, PO Box 929, UNLEY BC SA 5061, Australia; cmiller{at}
  • Received 27 October 2008
  • Accepted 29 January 2009
  • Published Online First 11 February 2009


Background: In March 2006, Australia introduced graphic pictorial warnings on cigarette packets. For the first time, packs include the Quitline number.

Objective: To measure the combined effect of graphic cigarette pack warnings and printing the Quitline number on packs on calls to the Australian Quitline service.

Methods: Calls to the Australian Quitline were monitored over 4 years, 2 years before and after the new packets were introduced.

Results: There were twice as many calls to the Quitline in 2006 (the year of introduction), as there were in each of the preceding 2 years. The observed increase in calls exceeds that explained by the accompanying television advertising alone. While call volume tapered back in 2007, it remained at a level higher than before the introduction of new packets. No change was observed in the proportion of first time callers.

Conclusion: Introducing graphic cigarette packet warnings and the Quitline number on cigarette packets boosts demand for Quitline services, with likely flow on effects to cessation.


  • Funding: This study was funded by the Cancer Council South Australia.

  • Competing interests: None.

Open Access

Free sample

This recent issue is free to all users to allow everyone the opportunity to see the full scope and typical content of Tobacco Control.
View free sample issue >>

Don't forget to sign up for content alerts so you keep up to date with all the articles as they are published.

This insightful video is produced by Cancer Research UK

Navigate This Article