Graphic health warnings on cigarette packets may be losing their effectiveness.
An Australian study of nearly 2000 smokers has found less than a third associate the addiction with major health issues.
Boyd Broughton from New Zealand lobby group Ash says there's concern the same thing is happening here.
- Dairies struggle to give up cigarettes
- NZ has world's fastest rising alcohol, cigarette, drug prices
- The deadly side-effects of New Zealand's smoke-free policies
"The graphic health warnings actually need to be continuously refreshed, continuously renewed, in order to remain salient," he said.
Cigarette packages also need to have images that "actually resonate and sometimes those extreme cases don't resonate", he added.
Mr Broughton says the images may be so extreme that people can't relate to them.