the European Commission adopted new health warnings for the tobacco packs. The 14 new health warnings were chosen from amongst 24 possible messages following tests among focus groups made up of citizens from all 27 Member States through a Eurobarometer study.

The European Commission adopted the second generation of tobacco packaging health warnings which is translated in 14 new health warnings. The text warnings were adopted following the results of a Eurobarometer study. The study questioned citizens from all 27 Member States on 24 possible messages. Written health warnings on tobacco products sold in the EU have been compulsory since 2003 when the Tobacco Products Directive entered into force, and the legislation foresees periodic updating of the health warnings.

According to the Commission, available evidence suggests that textual warnings have an impact on smokers' attitudes and behaviours. However, such warnings need to be updated regularly in order to remain effective. In parallel, evidence of lesser known negative consequences of tobacco use is accumulating. For example, new scientific evidence shows that tobacco use plays a causal role in mouth and throat cancer, visual impairments as well as dental and gum disease. Parental smoking also acts as an incentive for children's smoking. The text warnings have thus been updated in this sense.

At the same time, the "Ex-smokers are unstoppable" campaign, which was launched in July 2011, is working in all Member States with the aim to highlight what smokers can gain from quitting to smoke, and uses ex-smokers and their achievements as role models to inspire those who wish to quit. The first year of the campaign sees the development and uptake of the concept. The following years will focus on the rewards to ex-smokers: physical, personal and even financial benefits one can experience when becoming an ex-smoker.