Anti-Meth Ads May Give Wrong Impression

After six months of exposure to graphic ads showing extreme consequences of using methamphetamine just once, teenagers were three times more likely to think that using meth is not risky, according to a new study.

They were also four times more likely to approve of meth use and more likely to say that taking heroin or cocaine are not risky.

About half of the teens also said that the ads exaggerate the risks of the drug, according to a report in the journal of the Society for Prevention Research.

David Erceg-Hurn, a researcher at the University of Western Australia, tracked reactions to the Montana Meth Project. He said the campaign has not been responsible for reducing meth use in Montana.

"Meth use had been declining for at least six years before the ad campaign commenced, which suggests that factors other than the graphic ads cause reductions in meth use. Another issue is that the launch of the ad campaign coincided with restrictions on the sale of cold and flu medicines commonly used in the production of meth. This means that drug use could be declining due to decreased production of meth, rather than being the result of the ad campaign," he said.

Because of the perception of positive results, the campaign has been used in other states and been given federal funding.

With or without the ads, most teenagers still see risks from drug use. Erceg-Hurn said that 98 percent of teenagers strongly disapprove of meth.