New Zealand Institute for the study of competition and regulation inc.

Abstract

Only New Zealand and the United States allow direct-to-consumer (DTC) advertisements of pharmaceutical products in magazines, television, and other media. Using data from television advertisements and a US consumer survey, this seminar discusses how potential exposure to smoking cessation advertisements varies with socio-economic status, and estimates the impact of this advertising on smoking cessation behaviour. Possible extensions to, and implications for, NZ are also explored.