Methods: The ITC study utilizes multiple country controls, a longitudinal design, and a pre-specified, theory-driven conceptual model to test hypotheses about the anticipated effects of the demand reducing policies of the Framework Convention on Tobacco Control (FCTC) among (primarily) adult smokers.

Results: ITC studies completed to date reveal the following: 1) product warning labels are an important source of information for smokers and strengthening labels so that they are larger and more graphic is well justified; 2) smoke free policies are readily accepted and complied with, and help smokers quit; 4) the European Commissions' (EC) 2003 tobacco product advertising ban reduced smokers' exposure to cigarette advertising on billboards/posters, in print media, and in sporting events as intended; 5) higher cigarette taxes impact the behavior of smokers in complex ways such as quitting and reducing smoking, switching to lower cost cigarettes (including roll-your-own), and encouraging the use of less costly tobacco outlets; 5) the EC's 10-1-10 product regulation has failed to alter smokers exposure to smoke toxins.

Conclusions: The ITC study demonstrates how rigorous evaluation methods can be applied to evaluate national level tobacco control policies.