Institute for Health Research and Policy, University of Illinois at Chicago, 60608, USA.
Am J Public Health. 2012 Apr;102(4):751-7. doi: 10.2105/AJPH.2011.300443. Epub 2012 Feb 16.
We investigated whether state-sponsored antitobacco advertisements are associated with reduced adult smoking, and interactions between smoking-related advertising types.
We measured mean exposure to smoking-related advertisements with television ratings for the top-75 US media markets from 1999 to 2007. We combined these data with individual-level Current Population Surveys Tobacco Use Supplement data and state tobacco control policy data.
Higher exposure to state-sponsored, Legacy, and pharmaceutical advertisements was associated with less smoking; higher exposure to tobacco industry advertisements was associated with more smoking. Higher exposure to state- and Legacy-sponsored advertisements was positively associated with intentions to quit and having made a past-year quit attempt; higher exposure to ads for pharmaceutical cessation aids was negatively associated with having made a quit attempt. There was a significant negative interaction between state- and Legacy-sponsored advertisements.
Exposure to state-sponsored advertisements was far below Centers for Disease Control and Prevention-recommended best practices. The significant negative relationships between antismoking advertising and adult smoking provide strong evidence that tobacco-control media campaigns help reduce adult smoking. The significant negative interaction between state- and Legacy-sponsored advertising suggests that the campaigns reinforce one another.
我们调查了国家赞助的反吸烟广告是否与成人吸烟率降低有关，以及与吸烟相关的广告类型之间的相互作用。
我们通过对 1999 年至 2007 年美国前 75 大媒体市场的电视收视率来衡量与吸烟相关的广告的平均曝光率。我们将这些数据与个人层面的当前人口调查烟草使用补充数据和州烟草控制政策数据相结合。
更高的国家赞助、传统媒体和制药广告的曝光率与吸烟率降低有关；更高的烟草行业广告曝光率与吸烟率增加有关。更高的国家和传统媒体赞助广告的曝光率与戒烟意愿和过去一年的戒烟尝试呈正相关；更高的药物戒烟辅助广告的曝光率与戒烟尝试呈负相关。国家和传统媒体赞助广告之间存在显著的负向交互作用。
国家赞助广告的曝光率远低于疾病控制与预防中心推荐的最佳实践。反吸烟广告与成人吸烟之间的显著负相关关系为烟草控制媒体活动有助于降低成人吸烟率提供了有力证据。国家和传统媒体赞助广告之间的显著负向交互作用表明，这些活动相互加强。
