Adolescents' promotion of nonsmoking and smoking

Previous studies of the influence of friends on adolescent smoking have adopted the approach of asking adolescents about their friends. However, studies in which the friends were also approached have shown that adolescents' reports of friends behavior were not accurate (more closely resembled their own behavior). In order to gauge the level of active social influence among adolescents we asked 14-15 year old students what they did to influence others not to smoke or to smoke. Across two surveys, a quarter of the Form 4 students were promoting antismoking messages or activities and 3% were promoting smoking by encouraging or forcing friends, siblings and acquaintances to smoke. Relatively more positive beliefs about smoking identified those students who actively promoted smoking whereas some positive beliefs about the adverse effects of cigarette advertising tended to identify those who were actively antismoking. Use of this approach to examine the issue of social influence provided information about the antismoking activities which students conducted, and could be used to further examine which messages students do not believe or do not use. For example, students believed that smoking reduces fitness but did not promote this message to others, and the reasons for such disparity need to be investigated and should be addressed in the content of prevention programs.