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Numerous studies have shown that smokers associate the colour red with high strength and harshness, blue as being mild and anything progressively lighter as healthier or less harmful.15 ,16 Similarly, many countries have banned the use of descriptor terms such as light, mild and low tar as cigarettes labelled with these terms are falsely perceived as being less harmful to health, and easier to give up.16 Replacement terms such as gold, silver and smooth were still perceived as less harmful than regular varieties, suggesting that removal of both colours and descriptor terms may be more effective than the removal of either alone in reducing false beliefs about tobacco risk.14 Health warning labels (HWLs) that use pictures, supportive text and take up larger portions of the pack space have been shown to increase the effectiveness of the warnings in communicating risk and promoting cessation.17 ,18 Specifically, in a cross-sectional survey in the USA, Bansal-Travers et al 17 found that participants selected larger, pictorial and loss-framed HWLs as the most effective in communicating health risks

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Theyre all scared of us. The Great Debaters, which opens Christmas Day without the competition of Charlie Wilsons War and Sweeney Todd, which both moved to Dec

This pathway is important from a basic research standpoint, but it also has relevance for metabolic and human health research, Ms Wu said

Addict Behav 2018;87:92-6