Are Anti-Tobacco Messages Delivered through Different Mass-Media Channels Effective in India? Results from GATS-II Survey.

Background: Anti-tobacco mass-media campaigns are an integral part of tobacco control. There is still a need to understand which mode of mass-media channels aids in promoting tobacco cessation. This study aimed to examine if exposure to anti-tobacco messages delivered through different media channels is associated with tobacco user's thoughts and attempts to quit.
Methods: We selected a sample of tobacco users (N=21857) from the Global Adult Tobacco Survey (GATS-2), and assessed the association of noticing the anti-tobacco information through different media channels with tobacco user's thoughts and attempts to quit.
Results: Males reported noticing anti-tobacco information more than females in almost all modes of media channels. Among males, the odds were significant and were highest with exposure to radio (1.78 (1.4-2.27)), and internet (1.68 (1.12-2.52)) for thoughts to quit smoking and to radio (2.17 (1.63-2.89) and newspaper (1.46 (1.2-1.79) for thoughts to quitting smokeless tobacco (SLT). The attempt to quit smoking and SLT use among males was significant for exposure through public transportation (1.22 (1.03-1.44)), public walls (1.44 (1.21-1.71), internet (1.68 (1.06-2.66)), and radio (1.44 (1.1-1.87)). Exposure to more than two media resulted in a higher likelihood of thoughts of quitting tobacco, and those exposed to more than one media attempted to quit tobacco among males. Females reported no influence from the media exposure.
Conclusion: The study underscores the importance of targeted and combination of different mass-media channels to maximize the quit behaviors among male tobacco users. The current study also highlights the need for future studies to identify effective ways to communicate anti-tobacco information to women and all socio-economic groups in the country.