New tobacco graphic health warnings

Graphic health warnings on tobacco products have been updated and expanded under the new Competition and Consumer (Tobacco) Information Standard 2011 (the Standard) which commenced on 1 January 2012.

The Standard updates the system of health warnings mandated through the Trade Practices (Consumer Product Information Standards) (Tobacco) Regulations 2004 (the 2004 Regulations).

Between 1 January 2012 and 30 November 2012 tobacco products may display the health warnings in either the Standard or the 2004 Regulations. However, tobacco products are required to display only the new health warnings from 1 December 2012 to coincide with the full introduction of plain packaging.

The Standard includes an increase in the size of graphic health warnings to cover at least 75 per cent of the front surface of most tobacco product packaging to convey a consistent public health message on the most visible surface of the package. The Standard maintains the size of 90 per cent of the back surface for cigarette packaging but requires an increase to 75 per cent of the back surface of most other tobacco products.

The policy underpinning the Standard has been informed by consumer research on graphic health warnings and plain packaging. This builds on the 2008 evaluation of the effectiveness of Australia’s graphic health warnings and a significant body of peer-reviewed research showing that larger health warnings, including graphic health warnings, have greater impact on consumers.

Prior to finalising the Standard, the Australian Competition and Consumer Commission undertook three public consultations between September 2011 and December 2011.

The Tobacco Labelling (Graphic Health Warnings) Consultation Paper outlined the proposal for a new Tobacco Labelling Standard for graphic health warnings on tobacco products under the Australian Consumer Law and closed on 17 October 2011.

The second round: tobacco graphic health warnings consultation paper was released for public comment on 26 October 2011 and closed on 8 November 2011. The second round consultation paper consisted of the draft Competition and Consumer (Tobacco) Information Standard 2011.

A revised draft Information Standard was released for public consultation on 14 November 2011 and closed on 5 December 2011.

An example of a cigarette pack incorporating a new graphic health warning is:


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New graphic health warnings for cigarette packaging

The following representations are examples of how the images and warnings may appear on cigarette packaging.



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Image licensed under Health Canada copyright

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Image licensed under Health Canada copyright




Front of pack

Image © European Community, 2005

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Image © European Community, 2005




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Front of pack

Image © European Community, 2005

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Image © European Community, 2005






The new information messages are:
Warning: The toxic chemicals in tobacco smoke damage your blood vessels, damage your body's cells and attack your immune system.Warning: Tobacco smoke contains a toxic mix of chemicals that cause disease and early death in children and non-smoking adults exposed to the smoke.

Warning: BDE (1, 3 Butadiene) is found in large amounts in tobacco smoke. BDE causes leukaemia and other cancers.Warning: The toxic chemicals in tobacco smoke can go everywhere that your blood flows, causing harm all over your body.

Warning: Inhaling tobacco soke releases hydrogen cyanide into your body, a chemical that is very toxic to humans. It can damage parts of your body including your heart and lungs.Warning: 10 drags per smoke x 20 smokes per day x 365 days per year = 70, 000 toxic drags per year.

Warning: Inhaling tobacco smoke releases benzene into your body. Benzene causes leukaemia, increaes the risk of other cancers and is believed to be dangerous at any level of exposure.Warning: Inhaling tobacco smoke releases benzopyrenes into your body. Benzopyrenes damage how your body protects itself from getting cancer.

Warning: The chemicals in tobacco smoke build up to high levels in your body over time. This increases your risk of death and disease the longer and more you smoke.Warning: The toxic chemicals from tobacco smoke can be found in your breath, urine and blood when you smoke.

Warning: Inhaling even small amounts of the toxic chemicals in tobacco smoke can trigger sudden blood clots, heart attacks and strokes.Warning: Tobacco smoke contains hydrogen cyanide. Inhaling hydrogen cyanide damages the cleaning system of your lungs, allowing toxic substances to build up in the lungs.

Warning: There are no known health benefits in smoking products that taste lighter, milder or less harsh. The smoke still contains a toxic mix of chemicals that cause death and disease.
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New graphic health warnings for cigar packaging

The following representations are examples of how the images and warnings may appear on cigar packaging. The Standard allows portrait and horizontal layout options for cigar packaging. These representations have been developed for the horizontal layout option.


Front of pack

Back of pack


Front of pack

Back of pack


Front of pack

Image © European Community, 2005

Back of pack


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All images are subject to Commonwealth copyright or used under licence.





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Page last updated 03 May, 2012