Background: The Family Smoking Prevention and Control Act gave the U.S. Food and Drug Administration (FDA) legal authority to mandate graphic... » More

Background: The Family Smoking Prevention and Control Act gave the U.S. Food and Drug

Administration (FDA) legal authority to mandate graphic warning labels on cigarette advertising and

packaging. The FDA requires that these graphic warning labels be embedded into cigarette advertising

and packaging by September 2012.

Purpose: The aim of this study was to examine differences in recall and viewing patterns of

text-only versus graphic cigarette warning labels and the association between viewing patterns and

recall.

Methods: Participants (current daily smokers; N
200) were randomized to view a cigarette advertisement

with either text-only or graphic warning labels. Viewing patterns were measured using

eye-tracking, and recall was later assessed. Sessions were conducted between November 2008 and

November 2009. Data analysis was conducted between March 2011 and July 2011.

Results: There was a significant difference in percentage correct recall of the warning label between

those in the text-only versus graphic warning label condition, 50% vs 83% (
2
23.74, p
0.0001).

Time to f?rst viewing of the graphic warning label text and dwell time duration (i.e., time spent

looking) on the graphic image were signif?cantly associated with correct recall. Warning labels that

drew attention more quickly and resulted in longer dwell times were associated with better recall.

Conclusions: Graphic warning labels improve smokers’ recall of warning and health risks; these

labels do so by drawing and holding attention.

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