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the tobacco industry (voluntarily or under litigation settlement agreements or court orders) for media development, testing, and purchases of advertising time and space.

Increase Smoking Cessation Interventions

Almost half of the estimated 44.5 million current adult smokers in the United States will die prematurely of a tobacco-related disease if nothing is done to help them stop smoking. A large number of randomized clinical trials and other research studies confirm the efficacy of smoking cessation interventions. Despite the availability of many successful interventions, only a small proportion of tobacco users receive any type of intervention. To enhance program utilization and smoking cessation rates among the general population, smokers must know that safe, effective, and accessible cessation programs, including medications, are available. The health care setting is an ideal venue in which individuals can be screened for their smoking behaviors and comprehensive smoking cessation services can be targeted to populations with a high prevalence of smoking. Ensuring the uptake of cessation interventions will require health insurance benefit packages to cover these services.

Recommendation 16: State tobacco control agencies should work with health care partners to increase the demand for effective cessation programs and activities through mass media and other general and targeted public education programs.

Recommendation 20: All insurance, managed care, and employee benefit plans, including Medicaid and Medicare, should cover reimbursement for effective smoking cessation programs as a lifetime benefit.

Projected Impact of Strengthening Traditional Tobacco Control Measures

What would be the impact on national tobacco use prevalence in 2025 of implementing these traditional tobacco control measures aggressively? In order to address this question, the committee modeled the effects of the following policies:

  • Tax increases of $1 and $2 per pack

  • Nationwide implementation of clean air laws for all work sites (including bars)

  • Comprehensive media campaigns targeting youth and adults and funded at the levels recommended by the CDC (i.e., beyond the

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