• L T Kozlowski, B Yost, M M Stine, and C Celebucki.
• Department of Biobehavioral Health, Pennsylvania State University , University Park, Pennsylvania 16802, USA.
• Am J Prev Med. 2000 May 1; 18 (4): 339342339-42.

ObjectivesThis study examined the effects of advertising directed against light cigarettes (lights).MethodsIn a quasi-experimental post-test-only design, smokers and ex-smokers (ResultsCompared with the U.S., the MASS sample contained more, recent ex-smokers (10% vs. 7% in the U.S.) and more smokers of higher tar cigarettes (44% vs. 35% smokers of regular cigarettes); more U.S. respondents thought lights had at least a slim chance of reducing the risk of health problems (49% vs. 32%). Within MASS, smokers who saw anti-light ads were less likely to think lights decreased the risk of health problems (26% vs. 44%) and more likely to know of filter vents (64% vs. 47%). These effects remained statistically reliable after adjusting for confounders.ConclusionsAmidst extensive anti-smoking efforts, the MASS campaign to counter-market light cigarettes appears to promote smoking cessation and to inform smokers of the risks of light cigarettes. Further counter-marketing efforts should be encouraged.

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