PERTANIKA JOURNAL OF SOCIAL SCIENCES AND HUMANITIES

Anti-tobacco propaganda media (television, radio, print media and internet media) messages promote knowledge regarding the ill effect of tobacco on the human body as well as increase the negative attitude towards tobacco. However, their role in maintaining tobacco abstinence is not explored much. This review summarizes the effect of anti-tobacco propaganda (media) messages on the maintenance of tobacco abstinence; the influence of different types of anti-tobacco propaganda (media) messages on tobacco users and non-users. Tobacco users and recent quitters are not benefiting from these anti-tobacco propaganda and media messages. The graphic pictorial warnings were found to have more influence over increasing knowledge, changing attitude, enhancing quit attempts, quit intentions, and motivation to quit. However, it is also noticed that these anti-tobacco propaganda media messages have a boomerang effect on tobacco users. These media propaganda messages sometimes act as a cue for tobacco users and make them relapse. Many studies in the past have shown that these media messages positively impact the quitting process but, again, remained significant to the first attempt only. Hence, these messages have not been found to be very effective in maintaining tobacco abstinence among tobacco users. The exposure and frequency of the anti-tobacco propaganda (media) messages matter. Pro-tobacco advertisements can neutralize the effect of anti-tobacco propaganda messages. Although, anti-tobacco propaganda (media) messages play a crucial role in modifying tobacco-related behaviour.

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