A new study led by researchers at Technological University of the Shannon (TUS) has found one of the European Union’s mandated pictorial tobacco warnings—designed to discourage smoking—is perceived by some viewers as attractive, stylish or even “sexy.”
The study, which gathered responses from 607 participants, asked individuals to describe their emotional reactions to a single EU-approved tobacco warning image.
While over half (54%) perceived the image negatively—mentioning themes such as death, stress or self-harm—22.1% reported positive emotions such as relaxation, calmness and peacefulness.
Overall, 28.9% of respondents found the image appealing in some way. Among these, 40 participants described the image as “stylish,” “cool” or “classy,” while others suggested it made smoking appear attractive or enjoyable. Eight respondents characterised the image as “seductive” or “sexy.”
The research team included Alwalid Ali, University of Limerick; Ben Houghton, TUS, as well as Jennifer Moran Stritch and Dr Frank Houghton, both lecturers in the Department of Applied Social Sciences at TUS.
The authors emphasise the importance of ensuring tobacco control imagery does not inadvertently glamorise or normalise smoking behaviour.
“Graphic and text warnings are proven to be effective public health tools, but our findings show that careful image selection is essential,” said Dr Frank Houghton, Corresponding Author. “Even though this image only appears periodically in the EU’s rotation, any potential to make smoking look appealing should be taken seriously.”
Participants were primarily students within Ireland’s Technological University sector.
While most were non-smokers (73%), positive interpretations occurred across all smoking categories.
The researchers acknowledge limitations, including the relatively homogeneous sample and the lack of accompanying warning text when the image was viewed.
They recommend further research with more diverse populations, alongside pilot testing of proposed warning images to identify unintended positive associations before they are approved for use.
The study, Relaxing, cool, sexy and stylish: misinterpretations of an EU pictorial tobacco warning image, is published in the BMJ.