Cigarette advertising and adolescent smoking
Reiner Hanewinkel1, Barbara Isensee, James D Sargent
1Institute for Therapy and Health Research, Kiel, Germany. hanewinkel@ift-nord.de
American Journal of Preventive Medicine
|March 24, 2010
Summary
Exposure to cigarette advertising specifically increases the likelihood of teen smoking and susceptibility to smoking. This contrasts with advertising for other products, suggesting a targeted effect of tobacco marketing on youth smoking behaviors.
Area of Science:
- Public Health
- Adolescent Health
- Tobacco Control
Background:
- The causal link between tobacco marketing and youth smoking is widely accepted.
- However, the specificity of this association requires further investigation.
Purpose of the Study:
- To examine the specificity of the association between cigarette advertising and adolescent smoking behaviors.
- To determine if exposure to cigarette ads, versus other product ads, uniquely influences smoking initiation and intent.
Main Methods:
- Cross-sectional survey of 3415 German schoolchildren (aged 10-17).
- Assessed exposure to masked images of cigarette and other product advertisements.
- Measured ever tried smoking, current smoking, and susceptibility to smoking.
Main Results:
- Higher exposure to cigarette ads was significantly associated with trying smoking (OR=1.97), current smoking (OR=2.90), and susceptibility (OR=1.79).
- Exposure to ads for other commercial products showed associations in crude but not multivariate models.
- Recognition rates varied, with "sweet" products most recognized and specific cigarette brands also highly recognized.
Conclusions:
- The study confirms the specificity of tobacco marketing's impact on youth smoking.
- Exposure to cigarette advertisements, not other product advertisements, is linked to smoking behavior and intent.
- Findings suggest a content-specific effect of tobacco advertisements on adolescents.
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