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To the Editor.—Lest anyone put too much reliance on the results and recommendations of Ms Goldman and Dr Glantz,¹ we would like to raise some serious concerns about the methods used in their study. The authors report showing to focus groups of children and adults television antismoking media messages representing tobacco "industry manipulation, secondhand smoke, addiction, cessation, youth access, short-term effects, long-term health effects, and romantic rejection." Participants were asked which strategies they thought were most effective "for denormalizing smoking and reducing cigarette consumption." The authors concluded that depicting tobacco industry manipulation of youths and presenting the hazards of secondhand smoke would be most effective.

Unlike other research in smoking prevention, this study does not attempt to link these prevention strategies with changes in smoking behavior. Using focus groups to assess whether something is thought to be effective falls far short of determining whether strategies will actually prevent smoking. . . . [Full Text of this Article]

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