Unintended adverse effects of advertising for nicotine replacement therapies [ 2003 - 2003 ]

Research Grant

Researchers: Prof Melanie Wakefield (Principal investigator)

Brief description Advertising for certain pharmaceutical products (nicotine replacement therapy( NRT)) to help people quit smoking has been permitted in Australia since 1997. Zyban, an antidepressant drug, has been found to be helpful in quitting smoking, but advertising has not yet been permitted in Australia although it is allowed overseas. Because such advertising will reach more than the primary target group of heavy smokers ready to quit, it is important to consider the responses of other smokers who are not ready to quit and those at risk of taking up smoking. There is concern that there may be 'boomerang' effects, albeit unintended, on these population groups, because they may feel reassured that there is an effective method to quit and so be in no rush to quit soon, they may try to quit using these products before they are really ready, and in the case of teenagers, they may think that these products make it easy to quit, so there is less problem with starting to smoke. In order to assess if this is so, we will randomly allocate smokers not yet ready to quit and teenagers to either (a) a group where they view 3 ads promoting non-drug methods of quitting, such as the Quitline, (b) a group where they view 3 ads promoting the NRT gum or patch, or (c) a group where they view 3 ads promoting Zyban as a method for quitting. The study will use questionnaires to assess whether, compared with those viewing the non-drug anti-smoking ads, those viewing the NRT or Zyban ads think smoking is less addictive and have less intention to quit, or in the case of teenagers, have more intention to take up smoking. This project will be the first formal study to assess whether there may be adverse effects of NRT and Zyban advertising on smokers not yet ready to quit and teenagers who are not already regular smokers. For this reason, the study will help an assessment of the risks of such advertising compared with the established benefits for smokers who are ready to quit.

Funding Amount $AUD 133,250.00

Funding Scheme NHMRC Project Grants

Notes Standard Project Grant