Following the introduction of compulsory health-risk warnings on all packets of cigarettes, the EU is stepping up its campaign by suggesting to member states that they oblige tobacco companies in their countries to display graphic warnings.
During a press conference in Brussels yesterday, European Commissioner for Health David Byrne unveiled a series of photographic images illustrating the harmful effects of smoking which governments may force cigarette companies to carry on cigarette packs.
Graphic images have already been used on cigarette packs in Canada. Ireland and Belgium are expected to begin using the images next year.
Although the new initiative was welcomed by the Maltese health authorities, it is, however, unlikely that Malta will take up the EU's initiative immediately. Speaking to The Times, Mario Spiteri, director of the health promotion unit at the Ministry for Health and a staunch anti-smoking campaigner, said that "although the department's wish is to introduce this measure as soon as possible, one has also to consider that Maltese companies have just been obliged to change their cigarette packaging design due to new health warnings".
Dr Spiteri said that while his department would start preparing for the eventual introduction of graphic warnings, there were no immediate plans. He said that this step would mean additional costs for cigarette manufacturers.
The graphic images are part of a €72 million campaign against smoking. The 42 images launched by the Commission show rotten lungs and a man with a large tumour in his throat.
The European Commission is also calling on member states to implement long-term measures, such as effective regulators, to tackle smoking levels. Its experts estimate the annual cost of tobacco related disease in the EU at €100 billion.
Launching the campaign, Commissioner Byrne said: "People need to be shocked out of their complacency about tobacco. I make no apology for some of the pictures we are using.
"The true face of smoking is disease, death and horror - not the glamour and sophistication the pushers in the tobacco industry try to portray."
The large black and white health written warnings which are currently seen on cigarette packs were introduced in terms of the EU's Tobacco Products Directive. That legislation directed the Commission to help EU countries to introduce graphic warnings.
Mr Byrne also announced the start of a €72 million anti-smoking advertising campaign by the European Commission under which funds will also be allocated to Malta.