Graphic warnings on tobacco product were introduced in New Zealand on 28 February 2008 and retailers had up to six months to comply. The warnings cover 30% of the front and 90% of the back of the packaging. Each warning label contains a picture depicting health effect(s) caused by smoking, and is enhanced by a warning message printed in both English and te reo Māori (the language of the indigenous people of New Zealand). Another positive aspect of the new warnings is a supportive cessation message included on the back of the packaging with the quitline number.

The aim of …