UK: Blindness Threat ''Is Effective Smoking Deterrent''

Source from:  Optometry Today (uk) 12/09/2014

The threat of blindness deters smokers more than other health warnings, according to the findings of a new study (bit.ly/1CYG86v).

Researchers, who presented their findings at the British Thoracic Society's winter meeting on Friday (December 5), reported that, while there is a low awareness of the link between smoking and blindness, it has a "much higher deterring impact" to smoking.

Led by Dr Culadeeban Ratneswaran at Guy's and St Thomas' Hospital, overall the study found that people's sensitively and engagement is reduced the longer they are exposed to graphic health warnings on cigarette packs.

The study involved a total of 266 participants from London (163) and Singapore (103). While London's participant pool contained 56 smokers, Singapore's had 55.

Researchers reported that UK participants had a higher awareness of how smoking increases the risk of heart disease, as well as mouth and throat cancer and lung cancer. However, the sample's smokers had a significantly lower awareness of the effect of smoking on blindness.

With Singapore having introduced graphic health warning five years before the UK, Singapore's sample had much lower levels of disgust when viewing the messages, when compared to those in the UK. They were also less likely to pay any attention to the messages in comparison.

Dr Ratneswaran said: "Graphic health warnings on cigarette packs have played an important role in communicating important messages about the dangers of smoking. Our research shows that this effect may wane over time and that both visuals and messages need to be refreshed to make sure they retain a preventative impact."

"We've shown that warnings with a low knowledge score that have a high emotional impact, could work best." Enditem