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AJPH First Look, published online ahead of print May 11, 2005
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June 2005, Vol 95, No. 6 | American Journal of Public Health 956-964
© 2005 American Public Health Association
DOI: 10.2105/AJPH.2004.037887

PUBLIC HEALTH THEN AND NOW

Smoking and the New Health Education in Britain 1950s–1970s

Virginia Berridge, PhD and Kelly Loughlin, PhD, MA

The authors are with the Centre for History in Public Health, London School of Hygiene and Tropical Medicine, University of London, London, England.

Correspondence: Requests for reprints should be sent to Virginia Berridge, PhD, Centre for History in Public Health, Department of Public Health and Policy, London School of Hygiene and Tropical Medicine, Keppel Street, London WC1E 7HT, United Kingdom (e-mail: virginia.berridge{at}lshtm.ac.uk).

Advertising has a dual function for British public health. Control or prohibition of mass advertising detrimental to health is a central objective for public health in Britain. Use of mass advertising has also been a more general public health strategy, such as during the initial government responses to HIV/AIDS in the 1980s.

We trace the initial significance of mass advertising in public health in Britain in the postwar decades up to the 1970s, identifying smoking as the key issue that helped to define this new approach. This approach drew from road safety and drink driving models, US advertising theory, relocation of health education within the central government, the arrival of mass consumption, and the rise of the "new public health" agenda.




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