Warner K E, Goldenhar L M
J Public Health Policy. 1989 Spring;10(1):32-42.
At the time of the cigarette broadcast advertising ban, which took effect in 1971, cigarette manufacturers rapidly shifted advertising expenditures from the broadcast media to the print media. In the last year of broadcast advertising and the first year of the ban, cigarette ad expenditures in a sample of major national magazines increased by 49 and then 131 percent in constant dollars. From an 11-year period preceding the ban to an 11-year period following it, these magazines decreased their coverage of smoking and health by 65 percent, an amount that is statistically significantly greater than decreases found in magazines that did not carry cigarette ads and in two major newspapers. This finding adds to evidence that media dependent on cigarette advertising have restricted their coverage of smoking and health. This may have significant implications for public health, as well as raising obvious concerns about the integrity of the profession of journalism.
在1971年生效的香烟广播广告禁令实施之时，香烟制造商迅速将广告支出从广播媒体转移至印刷媒体。在广播广告的最后一年以及禁令实施的第一年，以不变美元计算，主要全国性杂志样本中的香烟广告支出分别增长了49%和131%。从禁令实施前的11年到禁令实施后的11年，这些杂志对吸烟与健康内容的报道减少了65%，这一降幅在统计学上显著大于未刊登香烟广告的杂志以及两家主要报纸的降幅。这一发现进一步证明，依赖香烟广告的媒体限制了其对吸烟与健康内容的报道。这可能对公众健康产生重大影响，同时也引发了对新闻行业诚信的明显担忧。
