Advertising can help people quit smoking

Just as tobacco companies use adverts and brands whenever they can to spread their addictive product, so can advocates of public health use the same techniques to encourage smokers to quit.

Mass media - advertising in the press, on TV and now online - is an effective and highly cost-effective way to promote health. Many different campaigns in the US, England and elsewhere have been successful. That's why the policy comes recommended by the World Health Organization. But here in Scotland, it's been years since there's been a media campaign to promote stopping smoking, despite the success of Take It Right Outside.

For Scotland to reach our goal of a tobacco-free generation by 2034, many smokers will need to kick the habit. Along with well-funded stop-smoking services, mass media advertising must be part of the solution.