REDUCING CIGARETTE CONSUMPTION IN CALIFORNIA - TOBACCO TAXES VS AN ANTISMOKING MEDIA CAMPAIGN

Objectives. The purpose of this study was to examine the relative effe cts of taxation vs an anti-smoking media campaign on cigarette consump tion in California. Methods. Quarterly cigarette sales data reported b y the California State Board of Equalization between 1980 and 1992 wer e used to estimate a time-series model, adjusted for seasonal variatio ns and time trends. Results. The estimated results show that sales of cigarettes were reduced by 819 million packs from the third quarter of 1990 through the fourth quarter of 1992 owing to an additional 25-cen t state tax increase, while the anti-smoking media campaign reduced th e cigarette sales by 232 million packs during the same period. Conclus ions. Both taxation and anti-smoking media campaigns are effective mea ns of reducing cigarette consumption. The strength of those effects, h owever, is influenced by the magnitude of the taxes and the amount of media campaign expenditures.