Ravaged lungs, tumors on matchbook covers

NEW YORK, Sept. 22 (UPI) -- Matchbooks distributed by the New York City health department have images of ravaged lungs, rotting gums and large, painful tumors, officials said.

The matchbook are free at 132 cigarette retailers in the South Bronx, East and Central Harlem, and North and Central Brooklyn, Dr. Thomas R. Frieden, city health commissioner, said.

"Throat cancer, gum disease, blackened lungs -- these are the realities of smoking," Frieden said in a statement. "Many countries put these images right on the cigarette pack, where they belong. While the United States hasn't done this yet -- and New York City is pre-empted from requiring cigarette package labels -- we are putting these images where New Yorkers buy cigarettes, just before they light up, in the hope they'll think twice about the decision to continue smoking."

The campaign draws inspiration from Australia, Brazil, Canada and other countries where cigarette packs carry graphic warnings. Studies suggest that the approach encourages smokers to quit, Frieden said.

"The tobacco industry spends $13 billion dollars each year promoting smoking by showing glamorous, healthful images," Sarah B. Perl of the health department. "The reality of smoking is ugly and devastating."