PERCEIVED DISSUASIVENESS OF CIGARETTE HEALTH WARNING MESSAGES AMONG SMOKERS AND NONSMOKERS IN ANAMBRA STATE, NIGERIA

Findings from the 2012 Global Adult Tobacco Survey which is still the latest nationwide tobacco use research in Nigeria show that 5.6% (4.7 million) Nigerian adults aged 15 years or older used tobacco products: 10.0% (4.2 million) men and 1.1% (0.5 million) women. One of the strategies for the control of this rate of tobacco use is the mandatory text-only Health Warning Messages available on cigarette packs in the country. This study explored the perceived dissuasiveness of the Text-only Health Warning Messages on cigarette packs in Nigeriaand how smoking history can influence this perception. To achieve the set objectives, a mixed-method approach involving survey and Focus Group Discussion was adopted.The study analyzed data collected from a sample of 400 residents in Anambra State, Nigeria selected through simple random sampling and another 12 selected through snowballing, for Focus Group Discussion. Findings showed that the content of the Health Warning Message and smoking history were factors that could influence perceived dissuasiveness of cigarette Health Warning Messages. Additionally, the smokers were found to have become accustomed to the Text-only Health Warning Messages. Findings also showed that the smokers’ perception was in line with their smoking behaviour. Stated differently, they did not perceive the Text-only Health Warning Message as dissuasive and have therefore continued to smoke. However, Graphic Health Warning Messages (GHWMs) were perceived as more dissuasive than the text-only messages by both smokers and nonsmokers. Therefore, it is recommended that the federal government should introduce Graphic Health Warning Messages and make them mandatory for cigarette packaging and advertisements.