Canadian smokers will soon see a series of grotesque depictions of cancerous tumors, sexual impotence or other afflictions on packages of tobacco products. Canadian Health Minister Allan Rock noted, "Canada is the first country in the world to implement such strong labeling and reporting measures."

The new labels are required to cover the top half of the fronts and backs of tobacco product packs and will feature a text warning along with a graphic or photo emphasizing the dangers of smoking. Before this regulation, Canadian cigarette manufacturers were not required to provide warning labels but did so on a voluntary basis.

Tobacco manufacturers in the United States are required to print health warnings on tobacco packages; however, they take up 20 percent of the package and are on the side of the package. Legislation similar to the new Canadian regulations has been introduced in Congress but opponents of the bills have delayed action on them. One of the co-sponsors of a tougher tobacco bill, Sen. Frank Lautenberg of New Jersey, says, "Canada has set an example that we need to follow in order to protect the health of millions of American citizens."

With 16 different messages, the new Canadian warnings are expected to inform people, especially young people, about the serious health hazards associated with tobacco products.

The law requiring the new labels, which goes into effect in January 2001, also forces tobacco companies to include health and smoking cessation warnings on the inside of tobacco product packaging. Also, manufacturers will be required to publish information about marketing, promotional activities, manufacturing methods and product contents.

These strict new regulations have not gone uncontested by Canadian tobacco manufacturers. Last week, three tobacco companies ? Imperial Tobacco, JTI-Macdonald Corp and Rothmans, Benson and Hedges, Inc. ? filed a lawsuit that aims to eliminate the new legislation. The tobacco companies argue that the labeling law is unconstitutional because it infringes on their freedom of expression. Their lawsuit also contends the requirement to include warning labels on 50 percent of the package is excessive and that the Canadian government has no credible evidence the labels will achieve the government?s goal of keeping people from smoking.

The European Union (EU) is working toward tougher regulations on tobacco manufacturers as well. Proposed new legislation would require larger health warnings on packages and would ban terms such as "mild," "light" or "low tar." The EU proposal also would lower the amounts of nicotine and tar cigarettes can contain and force manufacturers to publish details on the estimated 600 additives in cigarettes. The proposal is still being debated, and it could be early next year before plans are finally approved.

To view some of the new Canadian labels, go to this Web site.