The Reach of Media to Smokers and Smokeless Tobacco Users in India: Evidence from the Global Adult Tobacco Survey (GATS)

Abstract

This study focuses on the impact of mass media in creating awareness and enhancing efficacy of tobacco control interventions by disseminating knowledge to the public about the harmful effects of tobacco. It examines variations in awareness of tobacco’s health hazards and anti-tobacco campaigns among 69,296 adults aged 15 and above based on gender and tobacco use (smoked or smokeless) and the role of the media in cessation attempts by tobacco users using data from the Global Adult Tobacco Survey (GATS). The GATS is a household survey which was conducted in India during 2009-10. The study found that a higher proportion of adults was exposed to anti-smoking information across different media compared with anti-smokeless tobacco information. Tobacco users are also less likely to be aware of the health hazards of tobacco compared with non-users. Noticing anti-tobacco messages and knowing the health hazards of smokeless tobacco use are significantly associated with cessation attempts among tobacco users in India. Males are more likely to notice anti-smoking and anti-smokeless tobacco information through any media compared with females.