Mass media interventions effective for smoking cessation

There was evidence that comprehensive tobacco control programmes which include mass media campaigns (MMCs) can be effective in changing smoking behaviour in adults, but the evidence comes from a heterogeneous group of studies of variable methodological quality. One state-wide tobacco control programme (Massachusetts) showed positive results up to 8 years after the campaign. Another (California) showed positive results during the period of adequate funding and implementation and in final evaluation since the beginning of the programme. Six of 9 studies carried out in communities or regions showed some positive effects on smoking behaviour and at least one significant change in smoking prevalence (Sydney). The intensity and duration of MMCs might influence effectiveness, but length of follow-up and concurrent secular trends and events made this difficult to quantify. No consistent relationship was observed between campaign effectiveness and age, education, ethnicity or gender.