Table 2. Direction of effect: Salience of health warnings.

		Direction of Effect:
Study	Type of Comparison	Salience of Health Warnings (specific measure used)
Beede 1990 [50]	Branded vs. standardised	Favours standardised (recall of warnings)
Gallopel-Morvan 2010 [34]	Branded vs. standardised	Favours standardised (recall of warnings)
Germain 2010 [36]	Branded vs. standardised	No difference (recall of warnings)
Goldberg 1995 [37]	Branded vs. standardised	Multiple analyses reported in 2 papers: mixed results (recall of warnings)
Moodie 2011 [43]	Branded vs. standardised	Favours standardised (noticing, seriousness, believability)
Munafò 2011 [51]	Branded vs. standardised	Favours standardised for non smokers and weekly smokers (attention towards warnings)
Rootman 1995 [45]	Branded vs. standardised	Ontario sample: favours standardised for regular smokers Chicago sample: no difference (recall of warnings, seriousness of warnings)