796C hanges to public health policy do not usually occur simply as a result of epidemiologic research detailing the health hazards facing a population. Policy change requires both strategic and opportunistic advocacy to transform research findings into health reforms.1 Successful advocacy campaigns often require the translation of complex research findings into short and memorable media quotes. Managing the risks involved in either oversimplifying research results or misreporting findings is essential to maintaining the credibility of public health professionals. Unfortunately, inaccurate reporting of health information is not an uncommon phenomenon.
2While conducting research for a study on the Australian advocacy campaign to ban smoking in cars, 3 one of us (BF) encountered many media reports that stated that second-hand smoke was "23 times more toxic in a vehicle than in a home." In a subsequent exhaustive search of the relevant literature, we failed to locate any scientific source for this comparison. Given that the issue of banning smoking in cars is gaining traction internationally, use of this media-friendly tobacco control "fact" presents potential problems of credibility. In this paper, we describe how a local media report of an unsourced statistic led to the same statistic being widely reported in the international media and peer review literature (Figure 1).
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MethodsOur search of MEDLINE with combinations of keywords (i.e., smoking, cars, second-hand smoke, children) to identify the scientific source of the "23 times" claim yielded 19 articles. Google and Factiva searches using the MEDLINE search terms showed that the 23 times figure has been widely cited by international media, nongovernment organizations and politicians (Appendix 1, available at www.cmaj.ca/cgi /content/full/cmaj.090993/DC1).We believe we have located all the peer-reviewed articles; however, a comprehensive search of media reports and other grey material is beyond the scope of this paper. Those examples of media reports and the inclusion of the 23 times claim in reports from nongovernment organizations illustrate the broad dissemination of the claim.
Historical timelineIn January 1998, the Rocky Mountain News, a newspaper in Denver, Colorado, reported on proposed legislation to ban smoking in cars carrying children. The bill was introduced by state Senator Dorothy Rupert, who reportedly took action quickly when "she learned that smoking was 23 times more toxic in a vehicle than in a house and 8½ times more toxic than in an aircraft because of the smaller enclosed space." 4 The source of this figure is a November 1997 press releaseby local advocates of tobacco control in support of the draft bill -that cited a 1992 study of tobacco-specific Nnitrosamines in indoor air as the reference for the 23 times figure. 28 However, that study did not make the 23 times claim as quoted in the Denver newspaper.The 23 times estimate has evolved from its modest origins as a brief quotation in a US newspaper to its current status as evidence of t...