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The European Union (EU) has established comprehensive regulations for tobacco control, aiming to reduce tobacco consumption and protect public health. EU regulations require combined (pictorial and text) warnings that cover at least 65% of the main display areas of tobacco packaging. 1 2 The majority of the graphic health warnings on tobacco packaging are images that show the harmful health effects of smoking. The warnings should inform consumers about the risks of tobacco use and deter individuals from starting or continuing to use tobacco products. For example, studies indicate that graphic labels showing body parts damaged by smoking are very effective in communicating smoking-related risks and eliciting negative emotions. The health warning serves to reduce the appeal of the pack, as well as to inform people about the dangers of smoking and the cessation supports available.3 4 The EU specifies 14 different antitobacco warnings, with 3 rotating warning images for each.1 Given the importance of warning images, we explored perceptions of an image used on packs in the EU that has been flagged as potentially appealing (see figure 1a).