Send to

Choose Destination
Am J Public Health. 2015 Feb;105(2):e61-9. doi: 10.2105/AJPH.2014.302362.

A qualitative content analysis of cigarette health warning labels in Australia, Canada, the United Kingdom, and the United States.

Author information

Rebecca J. Haines-Saah is with the School of Nursing and Kirsten Bell is with the Department of Anthropology, University of British Columbia, Vancouver. Simone Dennis is with the School of Archaeology and Anthropology, Australian National University, Canberra.


The legislation of health warning labels on cigarette packaging is a major focus for tobacco control internationally and is a key component of the World Health Organization's Framework Convention on Tobacco Control. This population-level intervention is broadly supported as a vital measure for warning people about the health consequences of smoking. However, some components of this approach warrant close critical inspection. Through a qualitative content analysis of the imagery used on health warning labels from 4 countries, we consider how this imagery depicts people that smoke. By critically analyzing this aspect of the visual culture of tobacco control, we argue that this imagery has the potential for unintended consequences, and obscures the social and embodied contexts in which smoking is experienced.

[Indexed for MEDLINE]
Free PMC Article

Supplemental Content

Full text links

Icon for Atypon Icon for PubMed Central
Loading ...
Support Center