The Pharmaceutical Journal
Vol 273 No 7311 p179
7 August 2004

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Stop-smoking leaflets mislead

Smoking cessation leaflets recently published by Brent Primary Care Trust are misleading, the Advertising Standards Authority has ruled. The ASA said that it should be made clear in any future leaflets that the claimed 67 per cent quit rate was based on unverified self-reports by patients that they had not smoked for two weeks and not that they had succeeded in giving up smoking permanently.