Shock and fear campaign tactics and restrictive measures on smoking do not encourage young people to kick their habits, an RMIT University study has found.
Cigarette price increases and limitations on smoking in public places actually decrease the desire and intention to quit.
Positive campaign strategies – such as the use of opinion leaders – have the strongest impact on the intention to stop lighting up, Dr Christopher White said.
“We know from established research that influencing desire and intention is crucial when aiming for behaviour change,” Dr White, from RMIT’s School of Economics, Finance and Marketing, said.
“Our analysis showed measures such as smoking restrictions in the workplace and in public places, and ongoing increases to the price of cigarettes, actually significantly weakened the desire to quit.
“It’s not clear why these measures have this effect, though perhaps they are seen as heavy-handed and are evoking resistance and defiance among young people.”
Earlier this year brand specialists from Anthem! told B&T that the new tobacco packaging laws will give smoking a “cult status”.
The laws will ban tobacco firms from branding their products’ packaging with all cigarette’s to be sold in olive packets and dominated by health warnings.
“Removing any sense of identity could be the perfect way of immortalising these once well known brands,” Anthem!’s Vinny Panchal said.
Dr White said that while current restrictions are unlikely to be removed or relaxed, it is worth considering how much further they should be promoted.
“While shock and fear campaigns have their place, these findings suggest they should be accompanied by advertisements that emphasise encouraging messages and focus on the positive feelings and outcomes that influential people have experienced after quitting,” Dr White added.
The RMIT University study surveyed 126 smokers aged between 18 and 24 on the impact of a variety of government anti-smoking measures.
Packaging measures, the opinion of thought leaders and positive anticpated emotions had the strongest positive impact on the drive to quit, while restrictions had a negative effect.