Perceived effectiveness of anti-tobacco advertisements used in Indian cinema: results of a cross-sectional study from South-India

The anti-tobacco advertisements, also known as Anti-Tobacco Health Spots (ATHS), are commonly used mass-media to promote tobacco prevention and control. This study was conducted to assess perceived effectiveness of ATHS used in Indian Cinema. The study also aims to identify factors associated with effectiveness of ATHS.

A cross-sectional survey of 454 men aged ≥20 years selected through multi-stage stratified random sampling was conducted. Perceived effectiveness of ATHS was assessed using a six-item scale with 7-point Likert type items. Data were quantitatively analyzed using descriptive statistics and binary logistic regression.

Over half of participants (51.54%, n=234) perceived ATHS to be “less effective.” The health spots were likely to be more effective when participants perceived them as powerful (OR=4.11; 95% CI=2.47–6.83) and emotional (OR=3.32; 95% CI=1.90–5.79). Among tobacco users, those with better readiness (OR=2.42, 95% CI=1.26–4.65) and higher motivation to quit tobacco (OR=4.08, 95% CI=1.25–13.31) perceived ATHS as more effective.

The study findings emphasize the need to improve the Indian anti-tobacco health spots. Specific attributes such as ATHS being emotional, fear evoking and sadness inducing could be explored to make ATHS more effective.