Tobacco.org

• Anti-smoking ads rekindle desire 

ADVERTISING encouraging people to quit smoking may be making it harder for quitters to stay on the wagon.

In the world's first long-term international study of people who have given up smoking, researchers found that respondents showed widespread resilience to cravings in the first 30 days.

But after that, cravings occurred more often in those reminded of smoking, by being exposed to stimuli such as friends who smoke or by viewing advertisements.

Ron Borland of Cancer Council Victoria, who co-wrote the study published in the international journal Addiction, said people who experienced long-term cravings were much less likely to kick the smoking habit.

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