More than twice as many people called a toll-free number to help them quit smoking a week after the launch of a $54 million ad campaign that shows graphic images of diseased smokers, federal health officials said Friday.
Calls to 1-800-QUIT-NOW totaled more than 33,000 last week — the first week of the ad campaign. The phone line received less than 14,500 calls the week before.
It was the highest call volume ever seen in the seven-year history of the federally sponsored quit line, which routes callers to counseling and information about how to quit smoking.
Meanwhile, clicks to the www.smokefree.gov website, another government smoking cessation service, rose from about 20,000 to about 66,000. Those were the largest jumps in traffic that the phone line and website had ever seen.
The Centers for Disease Control and Prevention kicked off the 12-week ad campaign on March 19. It is the agency’s first national anti-smoking advertising effort and features people whose smoking resulted in heart surgery, laryngectomy, lost limbs or paralysis.
The CDC ads are more graphic than spots that have aired nationally before. Advocates have applauded the campaign, saying it’s important to jolt a weary public that has been listening to government warnings about the dangers of smoking for nearly 50 years.
It’s too early to assess how successful the campaign ultimately is at persuading current smokers to quit, and discouraging would-be smokers from starting. An analysis will be done after the campaign ends.
But the early results have delighted health officials. “This is just a rough indicator, but it’s a very encouraging one,” said CDC Director Dr. Thomas Frieden.
He noted the results are even more impressive because the quit line number is mentioned in fewer than half of the spots. What’s more, for every person who calls the line, many others try to quit on their own.
“This means tens of thousands of people are seeing the ads and thinking of quitting and trying to quit,” Frieden said.
Apple and Google Face UK Investigation Into Mobile Browser Dominance
Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.
The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.
"This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."
The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."
And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.
Both companies said they will "engage constructively" with the CMA.
Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.
Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."
It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More