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such as telephone recruitment and targeted mailings can achieve point estimates almost as high as passive recruitment has enormous implications for the public health impact of quitline-delivered cessation treatment. Quitlines represent a highly valuable resource for smokers interested in quitting and for health- care providers in need of effi cacious treatment referral options for smokers under their care. Although passive recruitment is effective in reaching smokers highly motivated to quit, it is associated with very low treatment enrollment rates. The fi nding that active recruitment can result in point estimates of treatment effects essentially equivalent to those of passive recruitment strongly supports the importance of efforts to expand reach. Active recruitment strategies such as nationally promoted “Ask — Advise — Refer” initiatives represent the currently recommended standard of care. “Ask-Advise-Refer” is an abbreviated version of the “5 As” (Ask — Advise — Assess — Assist — Arrange) and is intended to reduce time demands of health- care providers by referring smokers to evidence-based cessation programs such as

Active vs Passive Recruitment to Quitline Studies: Public Health Implications