Health Education Research Advance Access originally published online on June 1, 2006
Health Education Research 2006 21(3):348-354; doi:10.1093/her/cyl048
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Anti-tobacco television advertising and indicators of smoking cessation in adults: a cohort study
1 Department of Health Behavior, Roswell Park Cancer Institute, Elm and Carlton Streets, Buffalo, NY 14263, USA,
2 VicHealth Centre for Tobacco Control, Cancer Control Institute, The Cancer Council Victoria, 100 Drummond Street, Carlton, Victoria 3053, Australia
3 Institute for Health Research and Policy, University of Illinois at Chicago, M/C 275, Westside Research Office Building, 1747 West Roosevelt Road, Chicago, IL 60608, USA
*Correspondence to: C. Higbee. E-mail: cheryl.higbee{at}roswellpark.org
The objective of this study was to assess the relationship between exposure to state-sponsored anti-tobacco advertising and smoking cessation. Cessation rates in 2001 among a cohort of 2061 smokers who participated in the Community Intervention Trial for Smoking Cessation between 1988 and 1993 and completed a follow-up survey in 2001 were merged with 2000–01 television advertising exposure data from Nielsen Media Research. The relative risk for quitting was estimated to be 10% higher for every 5000 units of exposure to state anti-tobacco television advertising over the 2-year period, although this did not quite achieve statistical significance. The association was even larger among those who reported that the level of information in the media about the dangers of smoking had increased ‘a lot’ between 1993 and 2001 (RR = 1.19, 95% CI = 1.03–1.38). These data are consistent with the finding that increased exposure to state anti-tobacco media increases smoking cessation rates.
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