There were few differences between youth in the United States, Australia, and Britain on the outcome measures for anti-smoking advertisements (see table 2). On average, across the three countries, 56% of the participants rated the adverts as above average on how good, adverts were recalled on aver- age by 37% of youth, thought about by 18%, and discussed by 16%. Consistent with the fact that all adverts were sourced from the United States, youth in the United States reported significantly higher prior exposure to the anti-smoking adver- tisements, compared with participants in either Australia or Britain. British youth were also significantly less likely to recall the anti-smoking adverts, with an average of 43% of youth in the United States and Australia recalling any given advert, compared with 27% of participants in Britain. This dif- ference remained significant after adding prior exposure as a covariate. As can be seen by the correlations in table 3, youth in the three countries appraised the different anti-smoking adverts in very similar ways. Thus, adverts that were more likely to be chosen as the one that stands out by the Austral- ian participants were also likely to be chosen by youth in the