Effects of tobacco advertising restrictions: Weak responses to strong measures

Janet Hoek

Many countries have imposed restrictions on tobacco advertising in the belief that these will curb tobacco consumption.

Effects of tobacco advertising restrictions: weak responses to strong measures?

Janet Hoek

Many countries have imposed restrictions on tobacco advertising in the belief that these will curb tobacco consumption. These beliefs rely on the 'strong' theory of advertising, which holds that advertising exerts a powerful persuasive influence on consumers' behaviour. However, the research examining the advertising-consumption relationship has reached contradictory conclusions and led some to argue that such bans are ineffective.

In contrast, proponents of the 'weak' theory of advertising suggest that advertising reinforces rather than initiates consumers' behaviour. This paper explores tobacco advertising restrictions in the context of...

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