Tobacco Warning Labels and the Protection Motivation Model: Implications for Canadian Tobacco Control Policy

Abstract

Since 2000, Canada has mandated the use of a set of 16 rotating graphic warning labels that cover the top 50 percent of the front and back of each cigarette package. This paper examines the issue of tobacco warning labels within the context of the Protection Motivation Model. Based on this psychological model, we provide recommendations as to how tobacco warning labels could be revised to include specific recommendations and coping advice that would outline the benefits of quitting (response efficacy) and offer encouragement (self-efficacy).