Abstract:
The aim of this study was to explore the impact of ad regulations on cigarette consumption,
willingness to smoke and perception about cigarettes. Based on previous studies, three
hypotheses were devised. The research had 4 variables where ad regulation was the independent
variable and cigarette consumption, willingness to smoke, and perception about cigarette were
the independent variables. The sample size of research was 162 that included students from
Bahria University who smoke cigarettes. The statistical model used was regression where each
time a dependent variable was regressed against an independent variable. All three hypotheses of
this research were accepted as statistical analysis showed that ad regulations have a significant
impact on cigarette consumption, willingness to smoke, and perception of cigarette. To conclude,
it is a successful strategy to impose ad regulations on Tobacco Company to control cigarette
consumption.
