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Chapter 8 Consumer Information and Tobacco Use Donald Kenkel and Likwang Chang This
chapter addresses two related questions: first, are
consumers well-informed about the consequences of tobacco
use?; and, second, can public policies to improve consumer
information reduce tobacco use? Although in many countries
people are generally aware of the health risks of smoking,
there are gaps in their perceptions of those risks.
Individuals tend to underestimate the risk of smoking
relative to other causes of death. In addition, many smokers
appear not to apply their knowledge of health risks to
themselves personally. Finally, evidence suggests that young
people underestimate the addictive properties of tobacco. In
some countries significant improvements in consumer
information about the links between tobacco use and disease
are still possible; while in other countries consumers are
probably as fully informed as is realistically possible. In
many countries, so-called 'information shocks' - such as the
publication of new reports on the health effects of smoking
- have reduced tobacco consumption. If the experience of
these countries can be applied elsewhere, consumer
information polices appear to be effective instruments for
tobacco control. This conclusion is buttressed by the
success of specific interventions including mass-media
campaigns and warning labels on cigarette packs.
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