Table 1 Distribution of the seven required graphic health warnings in purchased packs and street-collected packs

Theme of the graphic warning	A priori assessment of the images	Purchased packs (collected October 2008)			Street-collected packs* (collected November 2008 to January 2009)
		Observed (N)	Percentage	Odds**	Observed (N)	Percentage	Odds**
Corpse with toe-tag	Least disturbing	43	25.6%	Reference category	215	17.8%	Reference category
Pregnant woman & infant	Moderately disturbing	25	14.9%	0.58 (0.36, 0.95)	169	14.0%	0.79 (0.64, 0.96)
Damaged heart	Moderately disturbing	36	21.4%	0.84 (0.54, 1.3)	158	13.1%	0.73 (0.6, 0.9)
Damaged lungs	Moderately disturbing	17	10.1%	0.40 (0.23, 0.69)	174	14.4%	0.81 (0.66, 0.99)
Gangrenous toes	Most disturbing	17	10.1%	0.40 (0.23, 0.69)	156	12.9%	0.73 (0.59, 0.89)
Eye (blindness)	Most disturbing	18	10.7%	0.42 (0.24, 0.73)	169	14.0%	0.79 (0.64, 0.96)
Diseased mouth/cancer	Most disturbing	12	7.1%	0.28 (0.15, 0.53)	167	13.8%	0.78 (0.63, 0.95)
Total		168			1208

* For those packs that had the seven required GHWs (ie, excluding NZ packs with text-only warnings (n = 8), overseas made packs (n = 42), and also NZ packs showing the next batch of seven GHWs that began to appear in January 2009 (n = 52).
** This column presents the odds of being the specified image rather than the least disturbing image (ie, odds < 1 indicate that the image was less common than the "corpse with toe-tag" image).

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