The impact of mass media anti-smoking publicity

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Abstract
The rapidly rising cost of health care has brought increasing attention to the potential of preventive measures as distinct from curative ones. Cigarette smoking is the leading preventable cause of morbidity and mortality in the UK. It is of considerable importance therefore that the effectiveness of the different policies which seek to reduce smoking be evaluated, This paper focuses on how effective mass-media anti-smoking publicity is in reducing smoking. The approach adopted here is to review the econometric literature of the past fifteen years which bears on this question. Thirteen articles are critically assessed. Both British and American work is included, as well as a relevant article from Switzerland. The conclusion reached is that mass-media anti-smoking publicity has proved effective in reducing smoking, both initially and in the longer term.

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