Table 1.
Distribution of the seven required graphic health warnings in purchased packs and street-collected packs
| Theme of the graphic warning | A priori assessment of the images | Purchased packs (collected October 2008) | Street-collected packs* (collected November 2008 to January 2009) | ||||
| Observed (N) | Percentage | Odds** | Observed (N) | Percentage | Odds** | ||
| Corpse with toe-tag | Least disturbing | 43 | 25.6% | Reference category | 215 | 17.8% | Reference category |
| Pregnant woman & infant | Moderately disturbing | 25 | 14.9% | 0.58 (0.36, 0.95) |
169 | 14.0% | 0.79 (0.64, 0.96) |
| Damaged heart | Moderately disturbing | 36 | 21.4% | 0.84 (0.54, 1.3) |
158 | 13.1% | 0.73 (0.6, 0.9) |
| Damaged lungs | Moderately disturbing | 17 | 10.1% | 0.40 (0.23, 0.69) |
174 | 14.4% | 0.81 (0.66, 0.99) |
| Gangrenous toes | Most disturbing | 17 | 10.1% | 0.40 (0.23, 0.69) |
156 | 12.9% | 0.73 (0.59, 0.89) |
| Eye (blindness) | Most disturbing | 18 | 10.7% | 0.42 (0.24, 0.73) |
169 | 14.0% | 0.79 (0.64, 0.96) |
| Diseased mouth/cancer | Most disturbing | 12 | 7.1% | 0.28 (0.15, 0.53) |
167 | 13.8% | 0.78 (0.63, 0.95) |
| Total | 168 | 1208 | |||||
* For those packs that had the seven required GHWs (ie, excluding NZ packs with text-only warnings (n = 8), overseas made packs (n = 42), and also NZ packs showing the next batch of seven GHWs that began to appear in January 2009 (n = 52).
** This column presents the odds of being the specified image rather than the least disturbing image (ie, odds < 1 indicate that the image was less common than the "corpse with toe-tag" image).