Abstract
Smoking cessation strategies should be geared to the target group's level of motivation to quit, and degree of tobacco addiction. Motivational interventions (e.g. media campaigns) aim to encourage more people to try to stop smoking. Treatment interventions (e.g. nicotine replacement) aim to increase the chances of a quit attempt being successful. In populations which have already been saturated by motivational interventions, the overall effect of adding further motivational interventions may be rather small, and possibly non-existent in heavy smokers. As a population's smoking prevalence declines, so the balance of interventions should shift from motivational to treatment approaches. Nicotine replacement is an effective smoking cessation aid and should form the basis for treating moderate to heavy smokers. There may be a case for the development of more specialist clinics to treat motivated but addicted smokers and train health professionals how to apply effective smoking cessation methods as part of their routine work.
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