Lt. Kozlowski et al., Massachusetts' advertising against light cigarettes appears to change beliefs and behavior, AM J PREV M, 18(4), 2000, pp. 339-342
Objectives: This study examined the effects of advertising directed against
light cigarettes (lights).
Methods: In a quasi-experimental post-test-only design, smokers and ex-smok
ers (sl year) in Massachusetts (MASS) (N=500) and the continental United St
ates (U.S.) (N=501) took part in random-digit dialing telephone interviews.
We used multiple logistic regression analyses to control for gender, educa
tion, and age effects.
Results: Compared with the U.S., the MASS sample contained more, recent ex-
smokers (10% vs. 7% in the U.S.) and more smokers of higher tar cigarettes
(44% vs. 35% smokers of regular cigarettes); more U.S. respondents thought
lights had at least a slim chance of reducing the risk of health problems (
49% vs. 32%). Within MASS, smokers who saw anti-light ads were less likely
to think lights decreased the risk of health problems (26% vs. 44%) and mor
e likely to know of filter vents (64% vs. 47%). These effects remained stat
istically reliable after adjusting for confounders.
Conclusions: Amidst extensive anti-smoking efforts, the MASS campaign to co
unter-market light cigarettes appears to promote smoking cessation and to i
nform smokers of the risks of light cigarettes. Further counter-marketing e
fforts should be encouraged.