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UK quit smoking campaigns come under fire

Quit smoking campaigns in the UK that promote nicotine replacement therapies (NRT) are wrong to discourage the “cold turkey” approach, and could learn a lesson from Australian efforts, suggests Simon Chapman, professor of public health at the University of Sydney.

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Raising questions about the medicalisation of smoking cessation  

Professor Simon Chapman writes:

Two current UK government campaigns pull no punches about urging all smokers trying to quit to use drugs. One puts it bluntly: “Don’t go cold turkey”.

Another poster on display in the nation’s waiting rooms says: “There are some people who can go cold turkey and stop smoking. But there aren’t many of them.” (See picture at bottom of this post.)

That statement is manifestly incorrect and an enquiry should be undertaken into how such nonsense was approved for publication.  In 1986, just a few years after nicotine replacement therapies became available, the American Cancer Society stated: “Over 90% of the estimated 37 million people who have stopped smoking in this country since the Surgeon General’s first report linking smoking to cancer [1964] have done so unaided.”  How did they possibly manage to do it without drugs?

We have long known that if you survey ex-smokers and ask them what strategy they used on their final, successful quit attempt, around two-thirds to three quarters answer “cold turkey”. This was the case in the early days of NRT, and it remains so today.

In a national US survey of 29,537 smokers, of  those who had quit in the past 12 months for more than 4 weeks, unassisted cessation produced more than double the number of successes than all other methods combined. Yet it continues to be denigrated by those promoting pharmaceuticals as having the worst success rate.

But the notion of the quitting “attempt” requires careful scrutiny. Millions around the world make quit attempts each year. Some are serious attempts, but others are half-hearted, brief and quickly forgotten. Mainly of these “attempts” barely deserve the name, so if they are entered into success estimates, unassisted cessation can appear to do badly.

The much-telegraphed claim that pharmaceutically-assisted cessation doubles or triples your chances of quitting derives from a large bedrock of clinical trial data. But there are important differences between trying to quit when in a clinical trial and  being a smoker trying to quit out in the “real world”.

Some examples:

  • Trialists have frequent contact with  researchers trained in cohort retention. This creates Hawthorne effects (effects caused by the attention paid to you when being researched);
  • Trial participants are unrepresentative of the general population
  • Cessation trials exclude many people, including  light smokers and those with mental health problems who are heavily over-represented among smokers. This removes many  “hard cases”, flattering clinical trial effects.
  • Trialists complete their drug courses  far more than in real world use
  • NRT trials have poor blindness integrity. Over half of studies in one review showed trial participants were significantly more likely than chance to accurately guess that they were allocated to the placebo arm, meaning that their faith in the treatment they received was likely to be poor. This would tend to exaggerate the differences between placebo and active NRT.

All of these combine to produce inflated success rates in trials that are often not reflected in real world quitting.

An important illustration of this has just been  published in the British Medical Journal’s Tobacco Control. The study examined an important simple question likely to be on the minds of many wanting to quit: if you follow a group of smokers who have quit smoking using different methods for two years after they have stopped, which method  produced the best long-term quit rates?

The Massachusetts study found that after two years, those who used NRT to quit had relapsed at the same rate as those who quit on their own. This  has  caused a storm among smoking cessation leaders, many of whom have long histories of engagement with pharmaceutical companies. (One review showed that industry sponsored trials produce better outcomes than those conducted without ties).

But none of the reactions are so revealing as that from the Association for the Treatment of Tobacco Use and Dependence, representing nearly 450 tobacco treatment specialists. Their statement emphasized two arguments.

The first acknowledged that in population studies of cessation (as opposed to clinical trials):  “Studies have shown that those who chose to use NRT have more past failures, more dependence, etc. and thus should [their emphasis] have lower quit rates. This bias, in which the more severely-ill subjects receive a treatment and the less-ill do not is known as “indication bias.”

This is a clear admission that those who chose to use NRT in real world quit attempts often have poorer quit success than those who try to quit unaided.

But their second argument contains a truly remarkable admission. They write that:

NRT “is currently marketed for short-term use as an aid to smoking cessation. Over 100 randomized studies have found NRT increases short term abstinence and in these studies, after NRT has stopped the rate of relapse back to smoking does not differ from that of smokers who quit without treatment. The benefit of treatment is of increasing the initial quit rates [their emphasis] not preventing relapse. Studying relapse rates in smokers several months after stopping NRT does not constitute the indictment of these aids that it might at first appear. Instead, it is like studying whether those who used penicillin sometime in the last year are less likely to have infections in the following year.”

In other words, if you use NRT over the recommended period (typically 12 weeks) you have no better chance of stopping permanently than if you try to quit on your own. This is a frank admission that NRT offers little long term cessation advantage if you take it for three months. It therefore seems certain to herald the promotion of NRT for longer term maintenance.

The American Cancer Council has already said: “we need … to convince the FDA that 12 weeks is not long enough for NRT to be maximally effective.” The pharmaceutical industry must already be counting its money.

Meanwhile, unassisted cessation continues to deliver more ex-smokers than those produced by pharmaceuticals, a fact that is treated almost like heresy by those committed to medicalising the process.

In Australia, GP Colin Mendelsohn, writing for the Australian Association of Smoking Cessation Professionals, makes the same point, writing in Australian Doctor magazine that “the authors have confused effectiveness of treatment with relapse prevention.” Again an admission that NRT should not be expected to actually stop you smoking for good: it just gets you to stop for a little while, apparently.

In Australia, now with only 15.1% of those aged 14+ smoking daily, the government is running a refreshingly original television campaign.

Instead of the UK-style, long-faced “it will be so hard … don’t go cold turkey .. you’re unlikely to do it without drugs”, Australian smokers are seeing a positive “practice makes perfect”, “you can do it on your own too” approach.

• Simon Chapman is professor of public health at the University of Sydney, and edited the BMJ’s Tobacco Control for 17 years.

NHS poster discourages the "cold turkey" approach

 

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  • 1
    simon.chapman
    Posted February 22, 2012 at 10:55 am | Permalink

    Just been advised that the “hooked” poster above ran 5 yrs ago, but the “Don’t go cold turkey” is current. Plus ca change?

  • 2
    LJG..............
    Posted February 23, 2012 at 3:42 pm | Permalink

    Would you call Champix a Nicotine Replacement Therapy? I’d classify it more as a cold turkey aid as it enables the user to continue the behaviour without the effects of the actual drug nicotine. I used it over two years ago for my first (successful) attempt at quitting. But i’d agree that the motives for quitting any drug are more important to success than anything else – and if anybody could work out away to definitively motivate people they would really be on a winner.

  • 3
    Steinberg Mike
    Posted February 25, 2012 at 7:09 am | Permalink

    I would invite readers to actually read the entire ATTUD Statement:
    http://www.attud.org
    Thank you.

  • 4
    simon.chapman
    Posted February 26, 2012 at 7:54 am | Permalink

    Mike, I read it. And …?

  • 5
    jones elliot
    Posted February 29, 2012 at 8:22 am | Permalink

    I find it strange that health professionals and academics alike don’t seem to understand the psychological and physical addiction to nicotine and smoking. Whilst the NHS continue to push Nicotine Replacement Therapy [NRT] on unsuspecting patients I look on in dread. Of course you go to the doctor and s/he refers you to the smoking cessation nurse or a smoking cessation treatment centre and hey presto you’re on NRT, whether it be Nicorette, Nicotinell, NiQuitin CQ, or Champix/Zyban. With regards to NRT, isn’t it blazingly obvious that giving someone nicotine to stop their nicotine addiction just doesn’t make sense? Why aren’t the alarm bells going off throughout the NHS cancer wards and treatment centres? Why doesn’t the patient question this? Well, there are only two choices when you enter a NHS clinic for smoking cessation: Campix/Zyban or NRT. So either take a risk that you don’t commit suicide [we've all heard the stories] on Campix/Zyban or go on a course of NRT. For some NRT is the lesser of two evils. The trouble is that choosing the patches, gum inhalers and lozenges to get your nicotine fix just keeps you addicted; NRT keeps you hooked to nicotine and increases your chance of relapsing into smoking once more. This is why NRT only has a 6% success rate.
    One of the main reasons for this is NRT provides the nicotine but without the rush. It’s like sex without the orgasm. Eventually you want the rush, you want the real thing and you start to smoke again, and that’s why patches, and gum and all the other NRT products very rarely work in the long term. I use the mygismo method. It’s healthy and it worked for me. Enough said?

  • 6
    LJG..............
    Posted February 29, 2012 at 1:05 pm | Permalink

    Jones – You’ve got a point about psychological and physical addiction but what’s so great about mygismo? – the website says very little except “buy the book!” and a free app which is only suitable for those who have an android compatible smartphone. Really it only looks like a variation of cold turkey – there are a million books out there that promise to help people quit smoking – what makes this one any better? Where are the scientific studies that prove mygismo works.
    Again – I think the individuals motivation at the time is the most important factor and probably pushing up the price of cigarettes to the levels they have has probably been the most important factor – although I hate seeing homeless people going through the butts at rubbish bins.

  • 7
    Cameron
    Posted March 2, 2012 at 6:04 pm | Permalink

    People get way too hung up on things like NRT vs Cold Turkey vs Meds.
    I agree that organisations should do there best to maintain a universal approach. However, I also think users can simply “keep looking” if they don’t like what they are given.

    I bet big tobacco execs LOL every time they see members of the quit smoking community, have at each other over what the best way to quit is.

    Every method fails and every method succeeds. Millions have quit Cold Turkey, millions have quit with NRT and millions have quit with Prescribed Meds.

    With so many methods available, it is no wonder that ex smokers now outnumber smokers in many countries.

    http://www.achoice2live.com/ex-smokers-now-out-number-smokers-in-us-uk-and-australia/

    Nicotine addiction is a chronic brain disease and needs to be treated as a disease. This means providing education, support, planning, consultation and sometimes medical assistance.

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