The study by Emery et al1 in this issue of ARCHIVES provides new insights about state-sponsored antitobacco media advertising (counteradvertising). In a carefully designed and comprehensive study, they generally found strong associations between population level exposure to state-sponsored tobacco counteradvertising and adolescent beliefs about smoking and current smoking status. These associations were found despite what were, in most instances, low levels of exposure to state-sponsored counteradvertising and much higher levels of exposure to tobacco industry–sponsored “antitobacco” ads that, not surprisingly, have been found to be ineffective.2 This study adds to a large body of literature on the critical role that counteradvertising plays in tobacco prevention,3- 5 supporting the findings of many others, including the United States Community Preventive Services Task Force, that mass media counteradvertising campaigns are effective in preventing tobacco use initiation.3
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