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'Stylish' And 'Sexy' - TUS Calls for Removal of Tobacco Imagery

Tuesday, 25 November 2025 10:22

Photo credit: European Commission

A study by TUS found 22% reported positive emotions towards the image.

A study has found an EU tobacco warning image, which is designed to discourage smoking, is being perceived by young people as 'stylish' and 'sexy'.

Researchers at the Technological University of the Shannon asked students to describe their emotional reactions to a single EU-approved tobacco warning image featuring a woman blowing smoke.

Over half perceived the image negatively, mentioning themes such as death, stress or self-harm.

However, over 22% reported positive emotions such as calmness and peacefulness, with others describing it as attractive or seductive.

Dr Frank Houghton, author of the study, says the image needs to be taken out of circulation:

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