Impact of Advertising Regulations on Consumer Cigarette Consumption

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.