[Intl-tobacco] Brazil: Cigarette packs to carry graphic photos

[Robert Weissman]

Cigarette packs to carry graphic photos in Brazil
by Claudia Penteado
Source: Ad Age Global, 2001-12-05


SAO PAULO - Brazilian Health Minister Jose Serra has delivered a severe
blow to the tobacco industry with the requirement
that all cigarette packets carry images and messages about the danger of
smoking.

The only other country to impose such heavy conditions is Canada.

The nine phrases to appear on packaging -- and in advertising -- must be
= accompanied by a picture. "Smoking causes lung
cancer," will appear next = to an image of a man dying of cancer in a
hospital, for example. = "Smoking causes sexual
impotence" will appear next to a photo of a = couple in bed looking
bored.

The photos and warnings will also have to be displayed in posters and =
panels at sales points -=AD the only type of tobacco
advertising still = allowed.

The new regulation will have to be fully adopted by Jan. 31, 2002, or =
tobacco producers will be liable for high fines.

The words "light" or "suave" will no longer be allowed on packs. =
Consumers will be able to identify the level of tar and
nicotine in the = product by checking pack sides.

The Brazilian government has also created a toll free "Call Quit =
Smoking" line, whose number will also appear on cigarette
packaging.