By Elinor Blair - 21st October 2004
Rotten lungs, dead bodies and throat tumours are amongst the graphic images to be used in the EU’s €72 million anti-smoking media campaign.
In a bid to up the ante against the big advertising campaigns of the tobacco industry, proposals revealed on Friday by Brussels health chief David Byrne aim to “deglamourise” smoking.
A database with 42 images for printing on cigarette packets will be available for member states to use “if they so wish.”
Taking a lead from the Canadians who have been using picture warnings since 2000, Byrne said that he also wanted to see tax on cigarettes raised, a reduction of industry advertising and wider smoking bans in public places.
The EU “must hammer home” the anti-smoking message “to young people via its media campaign and to smokers via their cigarette packs,” said Byrne.
MEP Chris Davies commented, “these images will evoke fear and disgust, but the evidence from Canada suggests that they will also make a difference.”
“I can think of few things likely to be more effective than illustrating the proven risk that tobacco use leads to reduced male sexual potency," he said referring to a set of photos commenting on impotence.
Another group of photos aimed at targetting young women focusses on the ageing effects of smoking.
The commission expects the picture warnings to be introduced in a number of member states next year. Ireland and Belgium have already expressed an interest in the proposals.
EU health commissioner David Byrne also announced on Friday that he will take up a special envoy post revising international health regulations at the World Health Organisation when he completes his term in Brussels later this month.
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