Recruiting Latino Smokers with Online Advertising

Recruiting Latino Smokers via the Internet: The Feasibility of Online Advertising

In previous Internet quit smoking studies, recruitment of Latino smokers to clinical trials has been challenging. It is important to understand how Internet cessation programs work among all subgroups of smokers, so this study sought to develop and test a recruitment approach specifically designed for Latinos. The study found that culturally targeted online advertising can be an effective and cost-efficient strategy to reach and recruit Spanish-speaking Latino smokers to an evidence-based Internet quit smoking program. In addition to culturally-relevant images, the study found that smoking-related images are important to include in online ads to capture the attention of smokers.