This thesis addresses the issue of the affects of negative publicity on the cigarette industry. The types of negative publicity addressed include health warnings, anti-smoking campaigns and government regulations. The hypothesis states that all of these aspects of negative publicity will be shown to have an influence on the decrease in cigarette consumption. Self-administered questionnaires are distributed to men and women over the age of eighteen. One hundred and six persons respond to the survey, providing the data needed to support or refute the hypothesis. After analysis, this thesis demonstrates its support for the hypothesis, stating that health warnings, anti-smoking campaigns and government regulations are all effective in lowering cigarette consumption.