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Health Promotion International, Vol. 16, No. 4, 333-338, December 2001
© Oxford University Press 2001

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

Simon Chapman1,2 and Julie-Anne Leask1

1 Department of Public Health and Community Medicine, University of Sydney, Sydney 2006, Australia and 2 VicHealth Centre for Tobacco Control, Carlton, Victoria 3053, Australia

Address for correspondence: Simon Chapman Department of Public Health and Community Medicine University of Sydney Sydney 2006 Australia E-mail: Simonc{at}health.usyd.edu.au

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.

Key words: celebrities; cessation; ethics; newspapers; radio; smoking; sponsorship; television


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