The federal government hopes new larger, graphic warning labels for cigarettes that include images of corpses, cancer patients, and diseased lungs and teeth will help snuff out tobacco use.
The images are part of a new push announced by the Food and Drug Administration and the Department of Health and Human Services on Wednesday to reduce tobacco use, which is responsible for about 443,000 deaths per year.
The number of Americans who smoke has fallen dramatically over the past 40 years, but those declines have stalled in recently. About 46 million adults in the U.S., or 20.6 percent, smoke cigarettes, along with 19.5 percent of high school students.
The new prevention plan is part of the law passed in June 2009 giving the FDA authority to regulate tobacco, including marketing and labeling guidelines, banning certain products and limiting nicotine. The law doesn't let the FDA ban nicotine or tobacco entirely.
"Today, FDA takes a crucial step toward reducing the tremendous toll of illness and death caused by tobacco use by proposing to dramatically change how cigarette packages and advertising look in this country," FDA Commissioner Margaret Hamburg said in a news release. "The health consequences of smoking will be obvious every time someone picks up a pack of cigarettes."
The FDA is proposing 36 labels for public comment, which include phrases like "smoking can kill you" and "cigarettes cause cancer," but also feature graphic images to convey the dangers of tobacco use.
The agency will select the final labels in June after reviews of scientific literature, public comments, and results from an 18,000-person study. Cigarette makers will then have 15 months to start using the new labels.
The new warning labels are to take up half of a pack - both front and back - of cigarettes and contain "color graphics depicting the negative health consequences." Warning labels also must constitute 20 percent of advertisements.