Published: 05/08/2004, Volume II4, No. 5917 Page 5

The Advertising Standards Authority has upheld a complaint against Brent primary care trust for claiming a 67 per cent smoking quit rate for people using smoking-cessation services.

The ASA said that Brent PCT's advertising claim was misleading and told it to 'make clear in a footnote that the success rate of 67 per cent referred to self-reported abstainers of up to four weeks'.

Brent PCT chief executive Lise Llewellyn said that cessation services were offered well after the four-week target had been achieved and the smoking-cessation team was setting up a database to monitor the progress of long-term quitters, including use of carbon monoxide monitoring.

Ealing PCT is also advertising a 67 per cent smoking quit rate (see pictures). However, a spokeswoman said that the figure, which was for the last quarter, would continue to be used by the trust as it was always made clear in its leaflets that this represented self reported success at the four-week stage.