A Study of Cigarette Health Warning Labels, Risk Communication and Behaviour Change in Kenya

Abstract

This study examined the status of risk communication messages on cigarette warning labels in triggering behaviour change among adult smokers in Kenya. The study objectives were to find out whether pictorial warning labels (PWLs) on tobacco products allow Kenyan smokers to instantly report health risks, to find out if the text and wordings used on the warning labels enable adult smokers to understand health risks and lastly, to assess if the current pictorial warning labels enhance understanding of tobacco-related risks and reduce smoking among chronic smokers. The study used the Health Belief Model (HBM) and employed a descriptive research design because of its capacity to provide a comprehensive analysis of the state of affairs. The research adopted a qualitative approach to understand the experiences of study participants. Data was collected using focus group discussions through discussion guides containing a list of topics and questions. FGDs were appropriate because they generated opportunities to collect data from group interactions. Participants for the focus groups were adults aged between 30 and 40 years and drawn from smoking zones in Kitui and Machakos Counties. Data analysis was carried out thematically and presented in narrative form. The study findings showed that cigarette warning labels play a role in influencing how Kenyan adult smokers report health risks. They are also likely to enhance understanding of tobacco-related risks and reduce smoking habits despite the evidence of optimism bias among smokers. The study concluded that the current cigarette warning labels meant for risk communication have a limited influence on the risk perception of adult smokers. The study recommends that more research is needed to identify the best communication strategies that can be formulated to deal with optimism bias as the existing health risk communication messages on the warning labels do not influence risk perception in adult smokers.