![[The Wall Street Journal Interactive Edition]](images/print-wsjie-savin.gif)
[Karl Note: These graphic images were easily available on the web during early October 2000, but by the end of October had been suddenly, and mysteriously withdrawn. The above is one of the only places you will find this image now.???]
By JULIAN BELTRAME
Staff Reporter of THE WALL
STREET JOURNAL
OTTAWA -- The idea is for the cigarette packs to make you sick before what's inside kills you.
Canada already boasts the world's biggest and bluntest warnings, with about 33% of cigarette packages given to such messages as "Smoking can kill you." Now Canada's health ministry is considering requiring far more graphic warnings.
One proposed design shows a diseased lung next to a healthy one. Others show teeth rotting from mouth cancer and diseased arteries causing a stroke. One proposed package insert even shows a foot turned gangrenous from poor circulation.
Garfield Mahood, an antitobacco lobbyist who helped design these and the current warning labels, says the more graphic messages are needed because after a few years, any warning label loses its shock value.
The health ministry, which plans to unveil the proposed package requirements this month, says focus groups of smokers have said these new labels would help them quit.
"When I pull out a cigarette pack, it says something about me and my self-image, but what these say is that I'm stupid and a low-life," says Marty Rothstein, a former Toronto advertising executive who isn't involved with the new designs.
The Canadian Tobacco Manufacturers' Council, an industry group, does not contest that smoking carries health risks, but contends that the new antismoking messages wouldn't be any more effective at getting people to give up cigarettes than the last warning labels were. "The only thing the new packs will do is get people to go back to using cigarette cases," says Robert Parker, the council's president.
What does have the industry fired up is the government's plan to have the warnings cover as much as 60% of the cigarette pack. With cigarette advertising illegal in Canada, the pack face is the only way left for manufacturers to distinguish themselves from competing brands, Mr. Parker says.
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