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Room 101: are gender-specific cigarette packets the way forward?

  • Frank HoughtonEmail author
  • Lisa O’Rourke Scott
  • Sharon Houghton
  • Diane O’Doherty
  • Derek McInerney
  • Bruce Duncan
Letter to the Editor

You asked me once,’ said O’Brien, ‘what was in Room 101. I told you that you knew the answer already. Everyone knows it. The thing that is in Room 101 is the worst thing in the world...The worst thing in the world,” said O’Brien, “varies from individual to individual. It may be burial alive, or death by fire, or by drowning, or by implement, or fifty other deaths. There are cases where it is some quite trivial thing, not even fatal.”[1]

The above quotation from George Orwell’s dystopian novel 1984 offers an insight into the ways in which different people fear different perceived threats [ 1]. The threat of danger is an important element in current tobacco control policies [ 2, 3]. However, an examination of the current combined anti-smoking messages and graphics currently mandated by the European Union reveals a number of important issues [ 4]. In relation to the 42 required images, this includes both a lack of racial diversity [ 5], as well as an inequity in female representation [ 6]....

Notes

Compliance with ethical standards

Conflict of interest

The authors declare that they have no conflict of interest.

Ethical approval

This article does not contain any studies with human participants or animals performed by any of the authors.

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Copyright information

© Royal Academy of Medicine in Ireland 2019

Authors and Affiliations

  1. 1.Department of Applied Social SciencesLimerick Institute of TechnologyLimerickIreland
  2. 2.Department of PsychologyUniversity of LimerickLimerickIreland
  3. 3.Department of Business & MarketingLimerick Institute of TechnologyLimerickIreland
  4. 4.Hauora TairawhitiGisborneNew Zealand

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