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Effectiveness of tobacco control television advertising in changing tobacco use in England: a population‐based cross‐sectional study

Sims, Michelle; Salway, Ruth; Langley, Tessa; Lewis, Sarah; McNeill, Ann; Szatkowski, Lisa; Gilmore, Anna B.

Authors

Michelle Sims

Ruth Salway

Tessa Langley tessa.langley@nottingham.ac.uk

Sarah Lewis sarah.lewis@nottingham.ac.uk

Ann McNeill

Lisa Szatkowski lisa.szatkowski@nottingham.ac.uk

Anna B. Gilmore a.gilmore@bath.ac.uk



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.

Journal Article Type Article
Publication Date Jun 1, 2014
Journal Addiction
Print ISSN 0965-2140
Electronic ISSN 1360-0443
Publisher Wiley
Peer Reviewed Peer Reviewed
Volume 109
Issue 6
APA6 Citation Sims, M., Salway, R., Langley, T., Lewis, S., McNeill, A., Szatkowski, L., & Gilmore, A. B. (2014). Effectiveness of tobacco control television advertising in changing tobacco use in England: a population‐based cross‐sectional study. Addiction, 109(6), doi:10.1111/add.12501
DOI https://doi.org/10.1111/add.12501
Keywords Cigarettes; consumption; gross rating points (GRPs); mass media campaign; smoking prevalence; smoking rates; television advertisement; tobacco control
Publisher URL http://onlinelibrary.wiley.com/doi/10.1111/add.12501/abstract
Copyright Statement Copyright information regarding this work can be found at the following address: http://creativecommons.org/licenses/by/4.0

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Copyright Statement
Copyright information regarding this work can be found at the following address: http://creativecommons.org/licenses/by/4.0


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Copyright Statement
Copyright information regarding this work can be found at the following address: http://creativecommons.org/licenses/by/4.0





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