Abstract
AIM: To examine whether government-funded tobacco control television advertising shown in England between 2002 and 2010 reduced adult smoking prevalence and cigarette consumption.
DESIGN: Analysis of monthly cross-sectional surveys using generalised additive models.
SETTING: England.
PARTICIPANTS: More than 80 000 adults aged 18 years or over living in England and interviewed in the Opinions and Lifestyle Survey.
MEASUREMENTS: Current smoking status, smokers' daily cigarette consumption, tobacco control gross rating points (GRPs-a measure of per capita advertising exposure combining reach and frequency), cigarette costliness, tobacco control activity, socio-demographic variables.
FINDINGS: After adjusting for other tobacco control policies, cigarette costliness and individual characteristics, we found that a 400-point increase in tobacco control GRPs per month, equivalent to all adults in the population seeing four advertisements per month (although actual individual-level exposure varies according to TV exposure), was associated with 3% lower odds of smoking 2 months later [odds ratio (OR) = 0.97, 95% confidence interval (CI) = 0.95, 0.999] and accounted for 13.5% of the decline in smoking prevalence seen over this period. In smokers, a 400-point increase in GRPs was associated with a 1.80% (95%CI = 0.47, 3.11) reduction in average cigarette consumption in the following month and accounted for 11.2% of the total decline in consumption over the period 2002-09.
CONCLUSION: Government-funded tobacco control television advertising shown in England between 2002 and 2010 was associated with reductions in smoking prevalence and smokers' cigarette consumption.
Original language | English |
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Pages (from-to) | 986-94 |
Number of pages | 9 |
Journal | Addiction |
Volume | 109 |
Issue number | 6 |
DOIs | |
Publication status | Published - Jun 2014 |
Bibliographical note
© 2014 The Authors. Addiction published by John Wiley & Sons Ltd on behalf of Society for the Study of Addiction.Keywords
- Adolescent
- Adult
- Advertising
- Aged
- Cross-Sectional Studies
- England
- Health Surveys
- Humans
- Interview, Psychological
- Life Style
- Middle Aged
- Program Evaluation
- Smoking/epidemiology
- Smoking Prevention
- Television
- Young Adult