Evaluating receipt of and inability to discontinue tobacco industry direct mail

Introduction

Direct mail (DM) from the tobacco industry delivers branded advertisements, cost-saving coupons and even gifts to consumers who have opted-in to the brand’s system. In New Jersey, one in three adult smokers in 2001 received DM, with current smokers 4.5 times more likely than never/former smokers to receive DM.1 A more recent national survey found that 25% of smokers aged 18–34 years old received DM.2 Consumers can register for DM easily on a brand’s website, through toll-free phone or by attending a brand-sponsored event. Once registered, they receive targeted mailings designed to encourage product trial, increase consumption, build relationships with customers and reinforce brand image.3 Other studies have documented DM’s receipt by smokers and influence on smoking behaviours, including initiation and experimentation in youth and young adults.4–6 What has not been studied is smokers’ interest and ability to…

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