This research aims to discover how pictorial health warnings impact young female adults in comparison to currently used written health warning in Croatia. In order to assess the impact, research is using a small-scale quantitative research method, to be more precise a survey. Pictorial health warning regulation is a fairly new method of reducing number of smokers in countries of the European Union and is currently in the phase of assessment. As Croatia faces high smoking incidence, especially among the female population, the purpose of this research is to investigate what are the effects of pictorial health warning in terms of reducing number of smokers among this age group. Results of the survey show promising results in favour of pictorial health warning regulation. According to survey results pictorial health warnings divert smokers’ attention from the brand, elicit more fear in comparison to written health warnings and encourage a smoker to think about quitting.

Publication Date


Document Type

Master's Project

Student Type


Degree Name

Service Leadership and Innovation (MS)

Department, Program, or Center

Department of Service Systems (CAST)


Jennifer Matic


RIT Croatia