Posts Tagged ‘intention to quit’

Does Anti-tobacco Advertising on Television Help Reduce Adult Smoking?

Wednesday, April 25th, 2012

It is know that adults and youth are exposed to anti-smoking advertising on television but little is know about  about which  ones  or if any are effective.  A new study evaluates the relationship between adults’ smoking behavior and their exposure to advertising sponsored by a variety of sources including states; private foundations, tobacco companies, and pharmaceutical companies marketing smoking-cessation products.

In the study published in the American Journal of Public Health researchers evaluated exposure to smoking related advertising using Nielsen ratings data for the top 75 U.S. media markets between 1999 and 2007 and combined the data with individual smoking data and state tobacco-control-policy data. Variables such as smoking status, intentions to quit, attempts to quit in the past year, and average daily cigarette consumption were included.

Data showed  that markets with higher exposure to state-sponsored media campaigns had less smoking  and higher intentions to quit.   Those with higher exposure to state-sponsored, private organization advertising, and pharmaceutical adverting was associated with less smoking but higher exposure to tobacco industry advertising was associated with more smoking. In addition, it was found that adults who were in areas with more ads for pharmaceutical cessation products were less likely to attempt to quit.  The author said “Since we looked at the total amount of exposure to anti-smoking campaigns–and the campaigns are very different–our data suggests that it may not matter what you say to people, just that you’re saying it a lot.”  The researcher also says that recent increased funding for anti-smoking campaigns may contribute to reduction in smoking among adults in the United States.