Effectiveness of tobacco control television advertising in changing tobacco use in England

a population-based cross-sectional study

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

Research output: Contribution to journalArticle

33 Citations (Scopus)
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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 80000 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 2months 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 languageEnglish
Pages (from-to)986-994
JournalAddiction
Volume109
Issue number6
Early online date28 Jan 2014
DOIs
Publication statusPublished - Jun 2014

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Television
Tobacco Use
Tobacco Products
England
Tobacco
Cross-Sectional Studies
Smoking
Population
Confidence Intervals
Life Style
Odds Ratio
Demography

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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.

In: Addiction, Vol. 109, No. 6, 06.2014, p. 986-994.

Research output: Contribution to journalArticle

Sims, Michelle ; Salway, Ruth ; Langley, Tessa ; Lewis, Sarah ; McNeill, Ann ; Szatkowski, Lisa ; Gilmore, Anna B. / Effectiveness of tobacco control television advertising in changing tobacco use in England : a population-based cross-sectional study. In: Addiction. 2014 ; Vol. 109, No. 6. pp. 986-994.
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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 80000 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 2months 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.",
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