Purpose – In 2005, the European Union launched a four‐year antismoking television advertising campaign across its 25 Member States. This study aims to evaluate the second and third years (2006 and 2007) of the campaign based on telephone interviews with over 24,000 consumers (smokers,...

Purpose – Long‐term orientation (LTO) is an important cultural value, which has been shown to meaningfully affect the behavior of individuals. Bearden et al. developed and tested a two‐dimensional scale measuring LTO at the individual level. This study aims to replicate and extend the work...

Purpose – The purpose of this paper is to present an overview and evaluation of the European Commission “HELP – for a life without tobacco” campaign. Design/methodology/approach – Data collected via a web and a telephone survey is used to evaluate the campaign. Findings – The...