Effects of the 2003 advertising/promotion ban in the United Kingdom on awareness of tobacco marketing: findings from the International Tobacco Control (ITC) Four Country Survey

Authors F Harris, A M MacKintosh, S Anderson, G Hastings, R Borland, G T Fong, D Hammond,
K M Cummings for the ITC Collaboration
Date Accepted 29 November 2005
Publication
Link
Tob Control. 2006 June; 15http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2593060/?tool=pmcentrez&ren=
Research Category  Advertising/marketing
Country  4- Country
Citation Harris, F., MacKintosh, A., Anderson, S., Hastings, G., Borland, R., Fong, G. T., et al. (2006).
Effects of the 2003 advertising/promotion ban in the United Kingdom on awareness of
tobacco marketing: Findings from the International Tobacco Control (ITC) Four Country
Survey. Tobacco Control, 15 Suppl 3, iii26-33. Retrieved July 27, 2010, from
http://www.pubmedcentral.nih.gov/articlerender.fcgi?artid=2593060&tool=pmcentrez&ren
dertype=abstract.
PDF  Link
Abstract Background: In February 2003, a comprehensive ban on tobacco promotion came into effect in the United
Kingdom, which prohibited tobacco marketing through print and broadcast media, billboards, the
internet, direct mail, product placement, promotions, free gifts, coupons and sponsorships.
Objective: To investigate the impact of the UK’s comprehensive ban on tobacco promotion on adult
smokers’ awareness of tobacco marketing in the UK relative to Canada, the United States and Australia.
Design: A total of 6762 adult smokers participated in two waves of a random digit dialled telephone
survey across the four countries. Wave 1 was conducted before the UK ban (October–December 2002)
and Wave 2 was conducted after the UK ban (May–September 2003).
Key measures: Awareness of a range of forms of tobacco marketing.
Results: Levels of tobacco promotion awareness declined significantly among smokers in the UK after
implementation of the advertising ban. Declines in awareness were greater in those channels regulated by
the new law and change in awareness of tobacco promotions was much greater in the UK than the other
three countries not affected by the ban. At least in the short term, there was no evidence that the law
resulted in greater exposure to tobacco promotions in the few media channels not covered by the law.
Notwithstanding the apparent success of the UK advertising ban and the controls in other countries,
9–22% of smokers in the four countries still reported noticing things that promoted smoking ‘‘often or very
often’’ at Wave 2.
Conclusions: The UK policy to ban tobacco advertising and promotion has significantly reduced exposure
to pro-tobacco marketing influences. These findings support the effectiveness of comprehensive bans on
advertising and promotion, as included in the Framework Convention on Tobacco Control.

Posted on November 10, 2005, in 4 country, Anderson, S - Papers, Borland, Ron Papers, Cummings, K M - Papers, Fong, Geoffrey papers, Hammond, David Papers, Harris, F - Papers, Hastings, Gerard Papers, MacKintosh, A.M., - Papers, Marketing Research, Recent peer reviewed papers, Uncategorized. Bookmark the permalink. Comments Off on Effects of the 2003 advertising/promotion ban in the United Kingdom on awareness of tobacco marketing: findings from the International Tobacco Control (ITC) Four Country Survey.

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