Abstract
Many countries have introduced large pictorial warning labels to replace the attractive branding that formerly featured on tobacco packages. The graphic images aim to ensure people who smoke understand the harms they face, and try to make smoking unattractive to young people, so they never start to smoke. Graphic images work by arousing fear; in theory, people manage fear by quitting. However, they may also rationalise warnings, ignore them, or exempt themselves from the risks shown.
Efficacy labels or inserts aim to complement graphic images by building people’s confidence they can quit and by highlighting the benefits of becoming smokefree. To date, very few countries have introduced efficacy measures. We explored how people using roll your own tobacco in Aotearoa New Zealand viewed efficacy labels and explain why Aotearoa should also consider introducing this measure.