Journal Article

Paid celebrity endorsement in health promotion: a case study from Australia

Simon Chapman and Julie-Anne Leask

in Health Promotion International

Volume 16, issue 4, pages 333-338
Published in print December 2001 | ISSN: 0957-4824
Published online December 2001 | e-ISSN: 1460-2245 | DOI: http://dx.doi.org/10.1093/heapro/16.4.333
Paid celebrity endorsement in health promotion: a case study from Australia

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In late 1998, Australian cricketer Shane Warne was allegedly paid A$200 000 (£78 060, US$123 000) by a pharmaceutical company to publicize his attempt to stop smoking. Warne failed to stop, and his continuing smoking remained newsworthy more than a year later. The arrangement caused considerable media controversy about the ethics of payment for charitable or socially worthy actions. This paper explores the community's reaction to payment for modelling a healthy behaviour, discussing the values that Warne transgressed and whether these mattered, given that the campaign caused an unprecedented rise in the use of nicotine replacement therapy.

Keywords: celebrities; cessation; ethics; newspapers; radio; smoking; sponsorship; television

Journal Article.  3317 words. 

Subjects: Public Health and Epidemiology

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