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The author points out that although, in most Western countries, legal measures have been introduced against smoking, ----.
Smoking has become unfashionable in most
Western countries over the past decade or more,
yet its incidence remains high. Even legislation
against smoking in a shared work space and
banning it on public transport has had limited
success, when measured by a decline in the
percentage of people still addicted to smoking. In
these countries, the highest rates of smoking tend
to be found among people in the 20-29 age group,
teenage women and working-class groups.
Smokers tend to be well-informed about illnesses
related to their habit, such as lung cancer and
heart disease. Despite this knowledge, current
smokers tend to underestimate the risk of dying
from smoking when compared with former
smokers and those who have never smoked. Antismoking
campaigns have used a wide variety of
media and techniques to discourage smoking. For
example, one campaign adopted a television
commercial and poster, while another used a
direct-mail approach, along with radio
advertisements. Various celebrities have helped
by performing at places of work and by recording
verbal messages. There have been different
target groups. One campaign aimed to reach
women, who outnumber men in the under-18
smokers group, stressing the benefits of not
smoking with respect to health, beauty and
fitness. Another used baby stickers. Another
campaign highlighted the benefits of a smoke-free
workplace and was conducted in major clothing
chain stores, supplemented by radio and
television advertisements. There is a socially
supportive context nowadays to quit, and the
recognition that passive smoking is dangerous
may help some in the future to quit permanently.