Centre for Behavioural Research in Cancer, Cancer Council Victoria, Carlton, Victoria 3053, Australia.
Health Educ Res. 2011 Dec;26(6):988-97. doi: 10.1093/her/cyr054. Epub 2011 Jul 5.
To assess the extent to which intensity and timing of televised anti-smoking advertising emphasizing the serious harms of smoking influences quit attempts.
Using advertising gross rating points (GRPs), we estimated exposure to tobacco control and nicotine replacement therapy (NRT) advertising in the 3, 4-6, 7-9 and 10-12 months prior to follow-up of a replenished cohort of 3037 Australian smokers during 2002-08. Using generalized estimating equations, we related the intensity and timing of advertising exposure from each source to the likelihood of making a quit attempt in the 3 months prior to follow-up.
Tobacco control advertising in the 3-month period prior to follow-up, but not in more distant past periods, was related to a higher likelihood of making a quit attempt. Each 1000 GRP increase per quarter was associated with an 11% increase in making a quit attempt [odds ratio (OR) = 1.11, 95% confidence interval (CI) 1.03-1.19, P = 0.009)]. NRT advertising was unrelated to quit attempts.
Tobacco control advertising emphasizing the serious harms of smoking is associated with short-term increases in the likelihood of smokers making a quit attempt. Repeated cycles of higher intensity tobacco control media campaigns are needed to sustain high levels of quit attempts.
评估强调吸烟严重危害的电视反吸烟广告的强度和时间如何影响戒烟尝试。
使用广告总收视率 (GRP)，我们估计了在 2002-08 年期间补充的 3037 名澳大利亚吸烟者随访前 3、4-6、7-9 和 10-12 个月期间，烟草控制和尼古丁替代疗法 (NRT) 广告的暴露情况。使用广义估计方程，我们将每种来源的广告暴露的强度和时间与随访前 3 个月内戒烟尝试的可能性相关联。
随访前 3 个月的烟草控制广告，但不是更远期的过去时期的广告，与戒烟尝试的可能性更高相关。每季度增加 1000 个 GRP，戒烟尝试的可能性增加 11%[比值比 (OR) = 1.11，95%置信区间 (CI) 1.03-1.19，P = 0.009)]。NRT 广告与戒烟尝试无关。
强调吸烟严重危害的烟草控制广告与吸烟者戒烟尝试可能性的短期增加有关。需要反复进行高强度的烟草控制媒体宣传活动，以维持高戒烟尝试率。
