Exposure to pro-tobacco messages and smoking status among Mexican origin youth

Though several studies have found a positive relationship between exposure to tobacco advertising and/or promotional marketing and smoking status among youth, few have examined these relationships specifically for youth of Mexican origin. The current analysis examines the relationship between perceived exposure to pro-tobacco messages and progression through the smoking continuum from trying to repeated use in a cohort of Mexican origin youth ages 14-19. Data were collected via personal in-home interviews at two time points-in 2008-2009 and 2010-2011 (N = 942). Smoking status, exposure to pro-tobacco messages from five major media sources, demographic variables and established risk factors for adolescent smoking were measured at both waves. Data were analyzed using Pearson's Chi square tests, ANOVA, and multinomial logistic regression. Adolescent perception of the number of pro-tobacco messages seen in 2008-2009 was unrelated to smoking less than one cigarette assessed in 2010-2011. However, having seen a higher number of pro-tobacco messages was significantly associated with being more likely to have smoked more than one cigarette (OR = 1.21; 95% CI 1.03-1.42) controlling for demographic factors and known psychosocial risk factors of smoking behavior. Results suggest that the more pro-tobacco messages Mexican origin youth are able to recall, the further their progression through the smoking trajectory a year later. These youth are clearly susceptible to pro-tobacco messaging, and our results underscore the need to restrict all forms of messaging that promote tobacco use.