• Journal Article

Exploring the potential for a mass media campaign to influence support for a ban on tobacco promotion at the point of sale

Citation

Allen, J., Davis, K., Kamyab, K., & Farrelly, M. (2015). Exploring the potential for a mass media campaign to influence support for a ban on tobacco promotion at the point of sale. Health Education Research, 30(1), 87-97. DOI: 10.1093/her/cyu067

Abstract

This study explores whether exposure to advertisements that focus on the negative effects of tobacco industry advertising and promotion at the point of sale (anti-POS advertising) influence: (i) attitude toward POS advertising; (ii) perceived impact of POS advertising on youth smoking; and (iii) support for a ban on tobacco promotion at the POS among adult non-smokers in New York. Data are from a split-sample, experimental study, using an online media tracking survey with embedded TV, radio and print advertising. Exposure to anti-POS advertising was associated with higher odds of holding a negative attitude toward POS advertising (OR 2.43, P < 0.001) and support for a ban on tobacco promotion at the POS (OR 1.77, P < 0.05), but not with perceived impact of POS tobacco advertisements on youth smoking. Findings suggest the possibility that a mass media campaign could be used to influence public attitude toward POS advertising and support for a ban on tobacco promotion at the POS