Examining the role of televised tobacco-control and pharmaceutical product advertising on young smokers' demand for and use of treatments

The Foundation's Substance Abuse Policy Research Program was designed to provide support for investigators to conduct policy research on a variety of subjects directed at helping the country reduce the harm caused by substance abuse.Anti-tobacco media campaigns have been shown effective in reducing smoking prevalence among adolescents. Only a handful of studies, however, have analyzed the effects of anti-tobacco television advertising on quitting behaviors among young smokers. This study will conduct the most comprehensive exploration to date of this relationship. This project will assess, for the first time, the role of multiple types of television advertising (e.g., anti-tobacco and pharmaceutical-sponsored cessation product)--in the context of state-level tobacco control policy environments--on young smokers' demand for, and use of, smoking cessation interventions as these smokers age and recycle through quit attempts. These three very unique datasets will be combined: the University of Illinois at Chicago Nielsen Ad Ratings Database, the National Youth Smoking Cessation Survey, and the Robert Wood Johnson Foundation ImpacTeen State Tobacco Control Policy Database. Results of this study can help policy decision-makers weigh the relative effectiveness of different televised ads in encouraging treatment-seeking behavior among young smokers.

Grant Details

Amount Awarded $100,000.00

Awarded on: 12/10/2008

Time frame: 1/1/2009 - 6/30/2010

Grant Number: 65627

Grantee

Public Health Institute

555 12th Street, 10th Floor
Oakland, CA, 94607-4046

510-285-5500
Website

Dianne C. Barker
Project Director