Table 2

Changes in the proportion of current smokers who spontaneously recalled each of illnesses featured in the Series A and Series B pack warnings between 2005 and 2006

Smoking-related illnessInclusion in previous text warningsPictorial pack warning launch dateMass media campaign launch dateLevel of spontaneous recallChange in level of spontaneous recall
Nov/Dec 2005 (n=587) (%)Nov/Dec 2006 (n=583) (%)% Point changesAdjusted OR* 95% CIp Value
Series A warnings
 EmphysemaNo1 Mar 200626 February 200634.842.98.11.47 (1.12 to 1.96)0.006
 GangreneNo1 Mar 20067 May 20060.511.711.223.47 (6.49 to 84.93)0.000
 Mouth/oral cancerNo1 Mar 200623 July 20065. (1.22 to 3.27)0.006
 Throat cancerNo1 Mar 2006None14.910.6−4.30.75 (0.50 to 1.14)0.176
Series B warnings
 Lung cancerYes1 Nov 2006None54.341.4−12.90.57 (0.44 to 0.75)0.000
 Heart disease/attackYes1 Nov 2006None34.329.6−4.70.89 (0.67 to 1.19)0.433
 Stroke/vascular diseaseNo1 Nov 2006None8.67.6−1.00.88 (0.55 to 1.42)0.594
 Eye problemsNo1 Nov 2006None7.13.2−3.90.38 (0.21 to 0.68)0.001
 Pregnancy complicationsYes1 Nov 2006None0.50.3−0.20.64 (0.07 to 6.22)0.700
  • * In each logistic regression model, 2005 served as the reference value.

  • The ‘Smoking causes mouth and throat cancer’ pack warning also appeared in an information television advertisement that was aired in February and March 2006, which notified the public that images of the health effects of smoking, such as mouth cancer, would soon begin appearing on cigarette packets.

  • Note. All logistic regression models adjusted for the covariates: education level; socioeconomic status; daily, weekly or less than weekly smoking; daily cigarette consumption; and stage-of-change. In additional analyses, all models were replicated limiting the sample to daily smokers only. However, as these restricted models were not substantially different, we have presented the results for all current smokers.