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| Author: | Tremblay, C. Tremblay, V. |
| Title: | Re-interpreting the effect of an advertising ban on cigarette smoking |
| Journal: | International Journal of Advertising
1999 : VOL. 18:1, p. 41-50 |
| Index terms: | ADVERTISING TOBACCO INDUSTRY RESEARCH |
| Language: | eng |
| Abstract: | Because of the high social cost of cigarette smoking, many countries have imposed advertising restrictions to reduce cigarette consumption. Yet previous research suggests that such advertising constraints have been ineffective in combating smoking. The authors show that this conclusion is incorrect because it ignores the fact that advertising restrictions affect the extent of competition as well as demand. An advertising ban reduces competition which raises price and decreases consumption. |
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