The National Institutes of Health State-of-the-Science panel on tobacco called for research to “understand the role of different media in increasing consumer demand for and use of effective, individually oriented tobacco cessation treatments for diverse populations”. Recent expert panels have called for innovative initiatives to increase consumer demand for cessation treatments. The population impact (reach × efficacy ) of cessation treatments could be dramatically increased by increasing the reach and utilization of evidence-based interventions such as telephone- and Web-based programs. Despite the availability of effective smoking cessation treatments, only one in five smokers use proven cessation aids when attempting to quit. Less than 5% of smokers are able to quit on their own.
