Impact on the Australian Quitline of new graphic cigarette pack warnings including the Quitline number.
BACKGROUND
In March 2006, Australia introduced graphic pictorial warnings on cigarette packets. For the first time, packs include the Quitline number.


OBJECTIVE
To measure the combined effect of graphic cigarette pack warnings and printing the Quitline number on packs on calls to the Australian Quitline service.


METHODS
Calls to the Australian Quitline were monitored over 4 years, 2 years before and after the new packets were introduced.


RESULTS
There were twice as many calls to the Quitline in 2006 (the year of introduction), as there were in each of the preceding 2 years. The observed increase in calls exceeds that explained by the accompanying television advertising alone. While call volume tapered back in 2007, it remained at a level higher than before the introduction of new packets. No change was observed in the proportion of first time callers.


CONCLUSIONS
Introducing graphic cigarette packet warnings and the Quitline number on cigarette packets boosts demand for Quitline services, with likely flow on effects to cessation.
Miller
C L
CL
The Cancer Council South Australia, PO Box 929, UNLEY BC SA 5061, Australia. cmiller@cancersa.org.au
Hill
D J
DJ
Quester
P G
PG
Hiller
J E
JE
D000329:Advertising / Q000379:methods*; D001315:Australia; D015277:Hotlines / Q000706:statistics & numerical data*; D006801:Humans; D011356:Product Labeling / Q000379:methods*; D019064:Product Packaging; D015397:Program Evaluation; D016540:Smoking Cessation / Q000379:methods*