Study shows ads for prescription smoking cessation drugs help reduce smoking rates, but OTC ads fall short
October 22, 2025 by medicalxpress.com
Study shows ads for prescription smoking cessation drugs help reduce smoking rates, but OTC ads fall short
A peer-reviewed study in Marketing Science shows that direct-to-consumer ads for prescription smoking-cessation drugs reduce cigarette use, while ads for over-the-counter products do not. The research emphasizes the impact of advertising on public health goals for smoking cessation. Insurance coverage influences how ads affect behavior, with strong coverage leading to larger declines in cigarette sales. Ads for prescription products also boosted demand for alternative methods. The study highlights how the effectiveness of advertising depends on therapy accessibility and affordability. Policymakers should consider these findings when regulating pharmaceutical advertising. The research analyzed advertising effects on cigarette consumption, showing that a 10% reduction in ads leads to increased cigarette sales.
