SAO PAULO – Brazilian Health Minister Jose Serra has delivered a severe blow to the tobacco industry with the requirement that all cigarette packets carry images and messages about the danger of smoking.

The only other country to impose such heavy conditions is Canada.

The nine phrases to appear on packaging – and in advertising – must be accompanied by a picture. “Smoking causes lung cancer,” will appear next to an image of a man dying of cancer in a hospital, for example.

“Smoking causes sexual impotence” will appear next to a photo of a couple in bed looking bored.

The photos and warnings will also have to be displayed in posters and panels at sales points – the only type of tobacco advertising still allowed.

The new regulation will have to be fully adopted by Jan. 31 or tobacco producers will be liable for high fines.

The words “light” or “suave” will no longer be allowed on packs. Consumers will be able to identify the level of tar and nicotine in the product by checking pack sides.

The Brazilian government has also created a toll free “Call Quit Smoking” line, whose number will also appear on cigarette packaging.