TY - JOUR T1 - Scanning the brain for answers about effectiveness of graphic warning labels JF - Tobacco Control JO - Tob Control SP - 211 LP - 212 DO - 10.1136/tobaccocontrol-2014-052205 VL - 24 IS - 3 AU - Mark L Rubinstein Y1 - 2015/05/01 UR - http://tobaccocontrol.bmj.com/content/24/3/211.abstract N2 - We know that smokers who perceive greater risks to their health from smoking are more likely to quit.1 Thus, while ‘traditional’ cigarette pack imagery helps to reinforce cigarette advertising and promote purchasing behaviour,2 ,3 graphic warning labels (GWLs) may serve as a form of ‘reverse’ advertising—increasing smokers’ knowledge about the risks associated with smoking and promoting behavioural change by preventing smoking initiation and fostering cessation.4–6 In fact, as a smoking cessation and prevention intervention, GWLs are particularly valuable since they are located directly on the product and delivered at the point of use. Moreover, if smoking is associated with a lapse of judgment and temporary disregarding of health consequences, messaging by highlighting the risk of smoking coincident with use may be most beneficial.7 ,8While there remains some controversy … ER -