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Health Education Research Advance Access published online on November 14, 2005
Health Education Research, doi:10.1093/her/cyh068
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© The Author 2005. Published by Oxford University Press. All rights reserved. For permissions, please email: journals.permissions@oxfordjournals.org
Received June 22, 2005
Accepted October 12, 2005

Original article

Anti-tobacco television advertising and indicators of smoking cessation in adults: a cohort study

A. Hyland 1, M. Wakefield 2, Cheryl Higbee 1 *, G. Szczypka 3, and K. M. Cummings 1

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

* To whom correspondence should be addressed.
Cheryl Higbee, E-mail: cheryl.higbee{at}roswellpark.org


  Abstract

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 the 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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