Does the size and graphic nature of pictorial warnings used in tobacco products have any say in consumer behaviour? Discuss whether the measures taken by GoI in this regard achieved any of the desired effect?
Refer – The Hindu
IAS Parliament 6 years
KEY POINTS
· Several studies carried out in other countries have shown that shocking, graphic images on tobacco products are likely to make people quit.
· Contrary to tobacco companies’ claims, there is now empirical evidence that large, graphic pictorial warnings on tobacco products have a telling effect on consumer behaviour.
· According to the Global Adult Tobacco Survey (GATS), the proportion of cigarette smokers in India who thought of quitting due to pictorial warnings increased sharply.
· Though not dramatic, the proportion of bidi smokers who wanted to quit also increased.
· The major reason for those reductionin numbers are due to the size and graphic nature of the images used as warnings in India.
· India now has the third largest warnings in the world after Nepal and Vanuatu.
· But there is one reason why it may fail to achieve the desired effect.
· Though scary, they will highlight the same theme of oral cancer.
· The fatigue that sets in on seeing the same theme may reduce the informational and shock value of the pictorial warnings, a fact that the WHO also pointed out.
· Also, people were unable to understand the connection between tobacco and lung cancer and other diseases.
· While the devastating effects of oral cancer are plainly visible and shocking, every effort should be taken to depict the other negative fallout of tobacco.
· After all, one purpose of pictorial warnings is to educate people on the multitude of conditions and ailments caused by tobacco.
