The main target of this reflex paper is to explain some ideas about behavioral economics, such as the prospect theory and the framing effect, as well as its possible implications for the law, especially in the context of
tobacco control law in Colombia and the current package warning labels.
The paper concludes that these warnings have the potential to reduce the tobacco consumption. However, the effectiveness of these messages could be increased if the information is reframed in an alternative way.

JEL: D03, I18, K10, K32.