Thank you for the opportunity to comment on this.
Yes, novelty is important, because when messages are repeated over and over again, naturally, they are going to lose their effectiveness.
The evidence shows very clearly, and it's one of the basic principles of communication, that you have to change your message over time. It's so basic that it's hardly even worth mentioning. I'm sure, of course, Health Canada knows about the importance of “wear-out” and the decline in the message's effectiveness, and that's why they should be moving forward with these warnings.
So it's a very powerful principle, and it's realized in the ITC data, which show there's no other explanation for this than “wear-out”. Yes, the warnings have become significantly less effective.