World Cup Penalty: Nation Smokes More

LONDON, June 15, 2010 - Research findings released by Nicorette(R) show that almost half (46%) of
smokers and ex-smokers anticipate smoking more or lighting up again when
watching the World Cup.[1]

Worryingly, 1 in 6 people who have quit within the last year (15%)
believe they are likely to light up again if their country is involved in a
penalty shoot out.

During the World Cup:

    - A penalty shoot out is most likely to trigger smokers to smoke more
      (32%)

    - Male smokers are more likely than female smokers to reach for a
      cigarette (48% vs 44%)

    - 25-34 year olds are the most likely age group to smoke more

These findings coincide with the launch of The Quitting Edge programme -
an initiative designed to help healthcare professionals improve and maintain
successful stop smoking attempts within the populations in which they work. A
Quitting Edge taskforce of smoking cessation experts today presented
recommendations at the UK National Smoking Cessation Congress in Glasgow.

Smoking Cessation Manager, Russell Moody, said: "Stressful situations
such as watching the World Cup, particularly if all your friends go and have
a cigarette at half time, can cause people to relapse or smoke more. As
experts we have to understand the impact that various life situations have on
people's attempts to stop smoking or stay off the cigarettes. So if people
think that the coming weeks of football could get too much, help in the form
of Nicotine Replacement Therapy for example, should be considered to help
them cope with these situations."

The Quitting Edge programme examines innovation in NRT use and provides
practical recommendations to support and build quality stop smoking
interventions for the future. The initiative comes as a recent Department of
Health document announced new measures to support those smokers who are
unwilling or unable to quit tobacco, including innovative NRT use to increase
the number of routes available for smokers to help them quit successfully.[2]

Making sure that a smoker substitutes enough nicotine using NRT compared
with the nicotine intake they used to get from smoking is important in order
to maximise their chance of stopping smoking. For example clinical studies
have shown that high dose 25mg nicotine patch is 44% more effective at
helping a smoker to quit than 15mg patch at 12 weeks.[3],[4]

Development of The Quitting Edge Programme was funded by McNeil Products
Limited, the makers of Nicorette(R).

Nicorette(R) is a stop smoking aid. Contains nicotine. Always read the
label. Requires willpower.

    References:
    ---------------------------------
    [1] Smoking Concerns Survey, Opinion Matters, May 2010
    [2] Smokefree Future, Department of Health, February 2010
    [3] Tonnesen P et al. Eur Resp J. 1999;13:238-246
    [4] Data on file - CEASE 3

    For further information, please contact:

    Sejal Sedani
    Weber Shandwick
    Tel: +44(0)207-067-0587
    Email: ssedani@webershandwick.com

For further information, please contact: Sejal Sedani, Weber Shandwick, Tel: +44(0)207-067-0587, Email: ssedani at webershandwick.com .