Association Between Exposure to LGBTQ-Targeted Tobacco Marketing and Tobacco Use Behaviors Among US Young Adults

A risk factor for tobacco use among sexual and gender minority people is exposure to tobacco marketing. This study aimed to assess exposure to tobacco marketing by sexual and gender identity via general venues (e.g., bars/clubs, newspapers/magazines), determine the frequency of targeted marketing via LGBTQ venues, and examine how exposure to tobacco marketing in LGBTQ venues relates to tobacco use among sexual and gender minority young adults.

We conducted an online survey of US young adults (ages 18-30 years) between July and August 2023. We estimated exposure to tobacco marketing in general and LGBTQ venues. We conducted adjusted logistic regression analyses to examine the association between frequency ("0 times [never]," "1 time," "2 times," "3 times," "4 times," "5 times or more") of tobacco marketing exposure in general and LGBTQ venues and current (past-30-day) tobacco use among sexual and gender minority young adults. The models were adjusted for age, sex, race, alcohol and cannabis use.

Among respondents (N = 1378), n = 682 (49.5%) identified as sexual and gender minority individuals. The top 3 LGBTQ venues for tobacco marketing were websites (15%), shows on streaming services (14%), and social media/apps (13%). More frequent exposure to LGBTQ marketing in LGBTQ stores (aOR = 1.58, 95% CI = 1.18, 2.11, p = 0.002), newspapers/magazines (aOR = 2.07, 95% CI = 1.30, 3.30, p = 0.002), and at events like Pride Festivals (aOR = 1.38, 95% CI = 1.11, 1.71, p = 0.003), were associated with current tobacco use among LGBTQ young adults.

This study highlights implications for tobacco marketing regulation such as regulation of tobacco marketing presence in LGBTQ venues.