Background: Adult focused mass media cessation campaigns have also been shown to be an effective way of influencing adolescent smoking. Results from the 2005 Australian School Students Alcohol and Drug (ASSAD) survey confirm a downward trend in adolescent smoking prevalence.

Method: An online survey of 413 adolescents aged 13-17 years was conducted in NSW mid 2006. The survey included smokers and non-smokers and assessed advertising awareness to determine impact on attitudes towards smoking and smoking behaviours – more specifically prevention of uptake and promotion of cessation.

Smoking prevalence (as measured in the ASSAD survey) in this age group is referenced to present changes since the introduction of mass media cessation campaigns in NSW from 2004.

Results: There has been a 4.9% decline in recent smoking among 12 to 17 year olds in NSW – from 13.3% in 2002 to 8.4% in 2005. The results of the online survey show that knowledge of the health effects of smoking is high and those aware of advertising were more likely to be positively pre-disposed towards anti-smoking attitudes. Among smokers, as a result of seeing the advertising nearly a quarter reported cutting down on number of cigarettes and 12% reported quitting smoking outright.

Conclusions: Evidence of declining smoking prevalence and positive impact of advertising indicate that youth are getting the message.

Implications: There is an expectation that the decline in smoking prevalence among adolescents will continue in NSW while there is continued exposure to adult focused mass media cessation campaigns.