Anti-smoking ads began in the late 1960s when the FCC deemed cigarette smoking controversial and therefore subject to the Fairness Doctrine, which requires opening the airwaves to public service messages on opposing viewpoints. The ads were very effective in reducing smoking, despite vigorous counter-advertising by the tobacco companies. (According to a 1972 study, anti-smoking ads cut cigarette smoking by 531 cigarettes per person per year, while tobacco company advertising increased consumption by only 95 cigarettes per person per year.)