Targeting smokers via tobacco product labelling: opportunities and challenges for Pan European health promotion
Targeting smokers via tobacco product labelling: opportunities and challenges for Pan European health promotion
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DOI：
10.1093/heapro/dah506
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发表时间：
2005-03-01
影响因子：
2.7
通讯作者：
Macfadyen, L
中科院分区：
文献类型：
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作者：
Devlin, E;Anderson, S;Macfadyen, L
香烟包装上的信息是告知吸烟者吸烟风险的主要工具之一，研究强调了它们作为有效健康传播工具的作用。此外，它们有可能破坏与烟草包装相关的强大卷烟品牌形象。为了回应欧洲内部对旧式包装信息无效的担忧以及欧洲各地新烟草产品立法（欧盟指令2001/37/EC）的引入，本研究旨在探讨欧洲吸烟者对这些变化的反应。这项研究借鉴了卫生传播的两个主要领域：需要预先测试信息，以确保它们适合其预期受众;以及提高针对特定人口群体的信息的有效性。讨论了两个主要研究领域。首先，新信息在多大程度上适合欧洲的吸烟者，其次，通过烟草包装向吸烟者提供有针对性和个人相关信息的潜力。在7个欧洲国家（芬兰、法国、德国、希腊、西班牙、瑞典和英国）对17-64岁的吸烟者进行了五十六个焦点小组研究，其中一半人没有考虑戒烟（戒烟前），一半人考虑在未来6个月内戒烟（戒烟者和戒烟者）。未来标签的做法在欧洲的影响进行了讨论。
Cigarette on-pack messages are one of the principal vehicles for informing smokers about the risks of smoking and research has highlighted their role as a valid health communication tool. Furthermore, they have the potential to disrupt the powerful cigarette brand imagery associated with tobacco packaging. Responding to concerns within Europe that the old style on-pack messages were ineffective and the introduction of new tobacco product legislation across Europe (EU Directive 2001/37/EC), this study was conducted to explore European smokers' response to the changes. The research draws upon two main areas of health communication: the need to pre-test messages to ensure they are appropriate for their intended audience; and the increased effectiveness of targeting messages to specific segments of the population. Two main research areas were addressed. First, the extent to which the new messages were appropriate for smokers in Europe and second, the potential to provide targeted and personally relevant messages to smokers via tobacco packs. Fifty-six focus groups were conducted across seven European countries (Finland, France, Germany, Greece, Spain, Sweden and the UK) with 17-64-year-old smokers, half of whom were not thinking about quitting (pre-contemplators) and half of whom were thinking of quitting in the next 6 months (contemplators and preparers). Implications for future labelling practices within Europe are discussed.