HOME HELP FEEDBACK SUBSCRIPTIONS ARCHIVE SEARCH TABLE OF CONTENTS		QUICK SEARCH:   [advanced] Author: Keyword(s): Year:  Vol:  Page:

This Article Figures Only Full Text Full Text (PDF) All Versions of this Article: AJPH.2007.128991v1 98/8/1443    most recent Submit a response View Shopping Cart Alert me when this article is cited Alert me when eLetters are posted Alert me if a correction is posted Services Similar articles in this journal Similar articles in PubMed Alert me to new issues of the journal Download to citation manager Citing Articles Citing Articles via HighWire Citing Articles via Web of Science (10) Citing Articles via Google Scholar Google Scholar Articles by Wakefield, M. A. Articles by Hill, D. Search for Related Content PubMed PubMed Citation Articles by Wakefield, M. A. Articles by Hill, D. Related Collections Health Policy Media Surveys Tobacco Control

Melanie A. Wakefield, PhD, Sarah Durkin, PhD, Matthew J. Spittal, PhD, Mohammad Siahpush, PhD, Michelle Scollo, Dip. Comm Health, Julie A. Simpson, PhD, Simon Chapman, PhD, Victoria White, PhD and David Hill, PhD

Melanie A. Wakefield, Sarah Durkin, Matthew J. Spittal, Victoria White, and David Hill are with the Centre for Behavioral Research in Cancer, The Cancer Council Victoria, Melbourne, Australia. Mohammad Siahpush is with the Department of Health Promotion, University of Nebraska Medical Center, Omaha. Michelle Scollo is with the Tobacco Control Unit, The Cancer Council Victoria, Melbourne. Julie A. Simpson is with the Centre for Molecular, Environmental, Genetic and Analytic Epidemiology, School of Population Health, University of Melbourne, Melbourne. Simon Chapman is with the School of Public Health, University of Sydney, Sydney, Australia.

Correspondence: Requests for reprints should be sent to Melanie A. Wakefield, PhD, Centre for Behavioral Research in Cancer, The Cancer Council Victoria, 1 Rathdowne Street, Carlton, Victoria 3053, Australia (e-mail: melanie.wakefield{at}cancervic.org.au).

ABSTRACT

Objectives. We sought to assess the impact of several tobacco control policies and televised antismoking advertising on adult smoking prevalence.

Methods. We used a population survey in which smoking prevalence was measured each month from 1995 through 2006. Time-series analysis assessed the effect on smoking prevalence of televised antismoking advertising (with gross audience rating points [GRPs] per month), cigarette costliness, monthly sales of nicotine replacement therapy (NRT) and bupropion, and smoke-free restaurant laws.

Results. Increases in cigarette costliness and exposure to tobacco control media campaigns significantly reduced smoking prevalence. We found a 0.3-percentage-point reduction in smoking prevalence by either exposing the population to televised antismoking ads an average of almost 4 times per month (390 GRPs) or by increasing the costliness of a pack of cigarettes by 0.03% of gross average weekly earnings. Monthly sales of NRT and bupropion, exposure to NRT advertising, and smoke-free restaurant laws had no detectable impact on smoking prevalence.

Conclusions. Increases in the real price of cigarettes and tobacco control mass media campaigns broadcast at sufficient exposure levels and at regular intervals are critical for reducing population smoking prevalence.

This article has been cited by other articles:

				T. Andreyeva, M. W. Long, and K. D. Brownell The Impact of Food Prices on Consumption: A Systematic Review of Research on the Price Elasticity of Demand for Food Am J Public Health, February 1, 2010; 100(2): 216 - 222. [Abstract] [Full Text] [PDF]

				T. Boyle, C. C J Shepherd, G. Pearson, H. Monteiro, D. McAullay, K. Economo, and S. Stewart Awareness and impact of the 'Bubblewrap' advertising campaign among Aboriginal smokers in Western Australia Tob. Control, February 1, 2010; 19(1): 83 - 86. [Abstract] [Full Text] [PDF]

				S. J. Durkin, L. Biener, and M. A. Wakefield Effects of Different Types of Antismoking Ads on Reducing Disparities in Smoking Cessation Among Socioeconomic Subgroups Am J Public Health, December 1, 2009; 99(12): 2217 - 2223. [Abstract] [Full Text] [PDF]

				V. Cokkinides, P. Bandi, C. McMahon, A. Jemal, T. Glynn, and E. Ward Tobacco Control in the United States--Recent Progress And Opportunities CA Cancer J Clin, November 1, 2009; 59(6): 352 - 365. [Abstract] [Full Text] [PDF]

				M. C. Fiore and T. B. Baker Stealing a March in the 21st Century: Accelerating Progress in the 100-Year War Against Tobacco Addiction in the United States Am J Public Health, July 1, 2009; 99(7): 1170 - 1175. [Abstract] [Full Text] [PDF]

				C E Gartner, J J Barendregt, and W D Hall Predicting the future prevalence of cigarette smoking in Australia: how low can we go and by when? Tob. Control, June 1, 2009; 18(3): 183 - 189. [Abstract] [Full Text] [PDF]

				C L Miller, D J Hill, P G Quester, and J E Hiller Impact on the Australian Quitline of new graphic cigarette pack warnings including the Quitline number Tob. Control, June 1, 2009; 18(3): 235 - 237. [Abstract] [Full Text] [PDF]

				S F Hurley and J P Matthews Cost-effectiveness of the Australian National Tobacco Campaign Tob. Control, December 1, 2008; 17(6): 379 - 384. [Abstract] [Full Text] [PDF]