Fifty years since Smoking and health - Royal College of Physicians

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Fifty years since Smoking and health > needs messages which are varied but sustained, with a preference towards hard-hitting messages that evoke negative emotional responses, most often those about the serious health effects of smoking, presented using graphic imagery and/or testimonial-based approaches > considers that higher campaign reach and use of negative health effects messages are especially benefi cial for more disadvantaged smokers > is cost-effective; effi ciency can be further increased by: aiming at the general population of smokers rather than small subgroups; using more effective messages; recycling successful messages already used in other countries; broadcasting them to coincide with implementation of other tobacco control policies, and using unpaid news media to extend message reach. ■ References 1 National Cancer Institute. The role of the media in promoting and reducing tobacco use. Monograph 19. Bethesda, MD: NIH, 2008. http://cancercontrol.cancer.gov/tcrb/monographs/19/monograph19.html 2 Durkin S, Brennan E, Wakefi eld M. Mass media campaigns to promote smoking cessation among adults: an integrative review. Tob Control 2012, in press. 3 Wakefi eld M, Spittal M, Durkin S et al. Effects of mass media campaign exposure intensity and durability on quit attempts in a population-based cohort study. Health Educ Res 2011;26(6):988–97. 4 Durkin SJ, Biener L, Wakefi eld MA. Effects of different types of antismoking ads on reducing disparities in smoking cessation among socio-economic subgroups. Am J Public Health 2009;99(12):2217–23. 5 Wakefi eld M, Terry-McElrath Y, Emery S et al. Effect of televised, tobacco company-funded smoking prevention advertising on youth smoking-related beliefs, intentions, and behaviour. Am J Public Health 2006;96(12):2154–60. 6 Cotter T, Perez D, Dunlop S et al. The case for recycling and adapting anti-tobacco mass media campaigns. Tob Control 2010;19(6):514–17. 7 Brennan E, Durkin S, Cotter T et al. Mass media campaigns designed to support new pictorial health warnings on cigarette packets: evidence of a complementary relationship. Tob Control 2011;20:412–18. 42 © Royal College of Physicians 2012
The role of the tobacco industry Part 4 Smoking and health: industry and practice 13. The role of the tobacco industry Professor Anna Gilmore Professor of public health, University of Bath; and UK Centre for Tobacco Control Studies. Paper presented by Jeff Collin. Tobacco use has been described as an ‘industrial epidemic’, conceptualised using a traditional epidemiological framework comprising agent (tobacco), host (consumer), vector (tobacco industry) and environment (socio-cultural, political and legal systems). 1 According to this model, the development of effective tobacco control policy can be informed by a detailed ‘vector analysis’ of tobacco company strategies, and of the political and social environment in which these companies not only operate, but also work to shape. Such analyses have been facilitated through the public release in the 1990s of around 70 million pages of internal documents, as a result of litigation in the USA. These documents, and others previously released by whistleblowers, have stimulated a whole new area of research, which has contributed to the development of effective public policy responses to the global tobacco epidemic. 2 The existence of such research may also help to explain why tobacco control has made greater progress than other contemporary public health issues involving corporate ‘vectors’, such as alcohol misuse and obesity. 3 Historically, tobacco companies enjoyed considerable infl uence over public policy-making, and the result in many countries, including the UK, was a largely self-regulatory approach to tobacco control. 4,5 By the late 1990s, however, the tobacco industry’s status as a political insider had begun to weaken, paving the way for an increase in statutory regulation in the UK 5 and globally. 6 Research of tobacco-related documents played a key part in this process. The UK, for example, saw the 1999 House of Commons Health Committee enquiry into the tobacco industry and the 2000 Department of Trade and Industry investigation into British American Tobacco’s involvement in cigarette smuggling. Both were precipitated, at least in part, by the availability of industry documents, and both deepened distrust of the industry © Royal College of Physicians 2012 43
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Fifty years since Smoking and health - Royal College of Physicians

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