Background: New graphic cigarette pack warnings were introduced in Australia during 2006. This study aimed to explore smokers' perceptions about the impact of those warnings on their behaviour, and compare the characteristics of those indicating negative versus positive responses to the warnings.

Method: In October-December 2006 a sample of NSW residents aged 18 years and over completed a cross-sectional omnibus survey on smoking issues. Households were selected at random from the NSW Electronic White Pages and mailed an information letter and contacted by telephone to complete an interview. Both smokers and non-smokers were surveyed. Included in the items for current smokers were perceptions about the graphic pack warnings and a range of items relating to quitting intentions and behaviour.

Results: The sample comprised 4770 participants, 665 of whom were current smokers. While a significant minority of smokers believed the warnings had increased their motivation to quit or confidence in quitting, approximately 16% believed the warnings had decreased their interest in quitting. These two groups –the motivated and the disaffected -are described in terms of their demographic characteristics, smoking patterns, quitting intentions and recent quitting behaviour.

Conclusions: The overall effect of graphic pack warnings is positive in terms of smokers' perceptions. However, there may be a need for campaigns which particularly target those who have responded negatively to these warnings.

Implications: Further exploration of the views of these two groups may be useful for designing campaigns which leverage both the positive and negative impacts of the graphic pack warnings.