The government wishes to increase the impact of disturbing images on cigarette packets, or maintain their effect.
Alan Johnson, the Health Secretary, unveiled the move as he conceded that the written warnings on cigarette packets, which were introduced in 2003, were beginning to lose their impact. There is no information on how their impact was measured or what this "loss" entailed. Yet, we can infer that measurement probably involved the rate at which smokers were giving up their purchase and enjoyment of cigarettes. This is given as the reason for the move towards graphic imagery, although the drive to prohibit smoking is based upon EU Directives: By the end of next year, every cigarette packet must carry one of 15 stark images on the effects smoking can have on the human body. Every other tobacco product will be covered by the directive a year later. One image shows a pair of healthy lungs next to diseased organs, with the warning: "Smoking causes fatal lung cancer." The pictures were selected in a public consultation from 42 images developed by the European Commission in line with the 2001 Labelling Directive. Johnson insisted that the move was necessary and invoked other dubious statistics, such as 85% of all smokers wished to give up. The other reason was promoted by Sir Liam Donaldson, the Chief Medical Officer, who invoked National Health Service costs as a primary driver for public health. As always, the abolition of this public sinecure, whose authority and independence has been removed as the beck and call of political masters though the veneer remains for public spin: Sir Liam Donaldson, the chief medical officer, praised the move. "This will help promote better awareness of the damage that smoking does - an essential step towards reducing the number of people who start," he said. "It will also free NHS staff and facilities to treat conditions that are harder to prevent." The powers of the state are used to prohibit and regulate smokers in an upward ratchet of rules and policies, whilst the concept of 'public health' is extended under socialised healthcare to smother individual freedom of action. Wine, sugar, dangerous sports, and foreign travel are all vulnerable to this elastic approach.