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Journal ArticleDOI

Cross sectional study of young people's awareness of and involvement with tobacco marketing

03 Mar 2001-BMJ (BMJ Group)-Vol. 322, Iss: 7285, pp 513-517
TL;DR: Teenagers are aware of, and are participating in, many forms of tobacco marketing, and both awareness and participation are associated with current smoking status, suggesting that the current voluntary regulations designed to protect young people from smoking are not working, and that statutory regulations are required.
Abstract: Objectives: To examine young people's awareness of and involvement with tobacco marketing and to determine the association, if any, between this and their smoking behaviour. Design: Cross sectional, quantitative survey, part interview and part self completion, administered in respondents' homes. Setting: North east England. Participants: Stratified random sample of 629 young people aged 15 and 16 years who had “opted in” to research through a postal consent procedure. Results: There was a high level of awareness of and involvement in tobacco marketing among the 15–16 year olds sampled in the study: around 95% were aware of advertising and all were aware of some method of point of sale marketing. Awareness of and involvement with tobacco marketing were both significantly associated with being a smoker: for example, 30% (55/185) of smokers had received free gifts through coupons in cigarette packs, compared with 11% (21/199) of non-smokers (P<0.001). When other factors known to be linked with teenage smoking were held constant, awareness of coupon schemes, brand stretching, and tobacco marketing in general were all independently associated with current smoking status. Conclusions: Teenagers are aware of, and are participating in, many forms of tobacco marketing, and both awareness and participation are associated with current smoking status. This suggests that the current voluntary regulations designed to protect young people from smoking are not working, and that statutory regulations are required.
Citations
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Journal ArticleDOI
15 Apr 2003-Cancer
TL;DR: The International Agency for Research on Cancer conducts a programme of research concentrating particularly on the epidemiology of cancer and the study of potential carcinogens in the human environment.
Abstract: The International Agency for Research on Cancer (IARC) was established in 1965 by the World Health Assembly, as an independently funded organisation within the framework of the World Health Organization. The headquarters of the Agency are in Lyon, France. The Agency conducts a programme of research concentrating particularly on the epidemiology of cancer and the study of potential carcinogens in the human environment. Its field studies are supplemented by biological and chemical research carried out in the Agency's laboratories in Lyon and, through collaborative research agreements, in national research institutions in many countries. The Agency also conducts a programme for the education and training of personnel for cancer research. The publications of the Agency contribute to the dissemination of authoritative information on different aspects of cancer research. Information about IARC publications, and how to order them, is available via the Internet at: http:// The designations employed and the presentation of the material in this publication do not imply the expression of any opinion whatsoever on the part of the Secretariat of the World Health Organization concerning the legal status of any country, territory, city, or area or of its authorities, or concerning the delimitation of its frontiers or boundaries. The mention of specific companies or of certain manufacturers' products does not imply that they are endorsed or recommended by the World Health Organization in preference to others of a similar nature that are not mentioned. Errors and omissions excepted, the names of proprietary products are distinguished by initial capital letters. The authors alone are responsible for the views expressed in this publication.

718 citations


Cites background from "Cross sectional study of young peop..."

  • ...• There is significantly greater participation in low-income areas, and coupons may offset the effect of price increases (Centre for Social Marketing, 1995) • Loyalty schemes involvement among 15 year olds is independently associated with smoking (MacFadyen et al., 2001)...

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  • ..., 1985; Centre for Tobacco Control Research, 2001) • The awareness of brand stretching by 15 year olds is independently associated with being a smoker (MacFadyen et al., 2001)...

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  • ...Marketing Communications • Young people are aware of all forms of tobacco marketing communications; over half of all smokers had participated in some form of promotion; and the greater the number of tobacco marketing techniques a young person was aware of, the more likely they were to be a smoker (MacFadyen et al., 2001)...

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Journal ArticleDOI
TL;DR: It is believed that ample justification exists for banning point of sale advertising and displays of smoked tobacco products, given the addictiveness of tobacco, the severity of the health hazards posed by smoking, the evidence that tobacco promotion encourages children to start smoking, and the consistency of theevidence that PoS promotion influences children's smoking.
Abstract: INTRODUCTION: Tobacco promotion increases the likelihood that adolescents will start smoking. Much of the tobacco industry's promotional budget is spent on point of sale (PoS) promotion in many jurisdictions. Consequently, tobacco is an eye-catching feature at the PoS in many places. METHODS: We reviewed the evidence that PoS tobacco promotion influences key smoking-related behaviors and beliefs, increases susceptibility to smoking in youth, undermines smokers' quit attempts, and promotes relapse among ex-smokers. RESULTS: We found 12 peer-reviewed studies, 10 of which were focused on children. Seven of 8 observational studies found statistically significant associations between exposure to tobacco promotion at the PoS and smoking initiation or susceptibility to smoking. Two experimental studies of children found statistically significant associations between exposure to PoS tobacco promotions and beliefs about ease of getting tobacco and smoking prevalence among their peers. An experimental study with adults found that a picture of collected tobacco pack elicited cravings for cigarettes among smokers. A cross-sectional study found that 25% of adult smokers reported impulse purchasing and a third of recent ex-smokers reported urges to start smoking after seeing tobacco displayed. DISCUSSION: More prospective studies are needed to clarify the temporal relationship between exposure to PoS tobacco and outcome. However, given the addictiveness of tobacco, the severity of the health hazards posed by smoking, the evidence that tobacco promotion encourages children to start smoking, and the consistency of the evidence that PoS promotion influences children's smoking, we believe that ample justification exists for banning PoS advertising and displays of smoked tobacco products.

284 citations

Journal ArticleDOI
TL;DR: The evidence satisfies the Hill criteria, indicating that exposure to tobacco promotion causes children to initiate tobacco use and no explanation other than causality can account for the evidence.
Abstract: OBJECTIVE. We sought to determine whether there is evidence of a causal link between exposure to tobacco promotion and the initiation of tobacco use by children. METHODS. We conducted a structured search in Medline, PsycINFO, and ABI/INFORM Global to identify relevant empirical research. The literature was examined against the Hill epidemiologic criteria for determining causality. RESULTS. (1) Children are exposed to tobacco promotion before the initiation of tobacco use; (2) exposure increases the risk for initiation; (3) there is a dose-response relationship, with greater exposure resulting in higher risk; (4) the increased risk is robust; it is observed with various study methods, in multiple populations, and with various forms of promotion and persists after controlling for other factors; (5) scientifically plausible mechanisms whereby promotion could influence initiation exist; and (6) no explanation other than causality can account for the evidence. CONCLUSIONS. Promotions foster positive attitudes, beliefs, and expectations regarding tobacco use. This fosters intentions to use and increases the likelihood of initiation. Greater exposure to promotion leads to higher risk. This is seen in diverse cultures and persists when other risk factors, such as socioeconomic status or parental and peer smoking, are controlled. Causality is the only plausible scientific explanation for the observed data. The evidence satisfies the Hill criteria, indicating that exposure to tobacco promotion causes children to initiate tobacco use.

257 citations

Journal ArticleDOI
TL;DR: In this article, the authors examined how sustainable marketing could be achieved through the contribution of three existing marketing sub-disciplines; green marketing, social marketing and critical marketing, and concluded that green marketing facilitates the development and marketing of more sustainable products and services while introducing sustainability efforts into the core of the marketing process and business practice.
Abstract: This article examines how sustainable marketing could be achieved through the contribution of three existing marketing sub-disciplines; green marketing, social marketing and critical marketing. Green marketing facilitates the development and marketing of more sustainable products and services while introducing sustainability efforts into the core of the marketing process and business practice. Social marketing involves using the power of marketing to encourage sustainable behaviour among individuals, businesses and decision makers while also assessing the impact of current commercial marketing on sustainability. This links into the critical marketing paradigm which entails analyses of marketing theory, principles and techniques using a critical theory based approach. This analysis can help to guide regulation and control, development of marketing theory and practice, and to challenge the dominant institutions associated with marketing and the capitalist system, encouraging a marketing system in which sust...

220 citations


Cites background from "Cross sectional study of young peop..."

  • ...From this definition and the work of researchers conducting research to inform regulation on the impact of tobacco (MacFadyen et al., 2001), food (Hastings et al., 2003) and alcohol marketing (Gordon et al., 2011) on society, it is apparent that critical research is within the jurisdiction of…...

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  • ...From this definition and the work of researchers conducting research to inform regulation on the impact of tobacco (MacFadyen et al., 2001), food (Hastings et al....

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Book
28 Oct 2010
TL;DR: In this paper, the Act-Belong-Commit Campaign promoting positive mental health index was used to promote mental health awareness and mental health status of the participants in social marketing campaigns.
Abstract: List of figures List of tables Preface Acknowledgements 1. Social marketing and social change 2. Principles of marketing 3. Social marketing and the environment 4. Advocacy and environmental change 5. Principles of communication and persuasion 6. Models of attitude and behaviour change 7. Research and evaluation 8. Ethical issues in social marketing 9. The competition 10. Segmentation and targeting 11. The marketing mix 12. Using media in social marketing 13. Using sponsorship to achieve changes in people, places and policies 14. Planning and developing social marketing campaigns and programmes 15. Case study: the Act-Belong-Commit Campaign promoting positive mental health Index.

174 citations

References
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Journal ArticleDOI
18 Feb 1998-JAMA
TL;DR: These findings provide the first longitudinal evidence to the authors' knowledge that tobacco promotional activities are causally related to the onset of smoking.
Abstract: Context.—Whether tobacco advertising and promotion increases the likelihood that youths will begin smoking has important public policy implications.Objective.—To evaluate the association between receptivity to tobacco advertising and promotional activities and progress in the smoking uptake process, defined sequentially as never smokers who would not consider experimenting with smoking, never smokers who would consider experimenting, experimenters (smoked at least once but fewer than 100 cigarettes), or established smokers (smoked at least 100 cigarettes).Design.—Prospective cohort study with a 3-year follow-up through November 1996.Setting and Participants.—A total of 1752 adolescent never smokers who were not susceptible to smoking when first interviewed in 1993 in a population-based random-digit dial telephone survey in California were reinterviewed in 1996.Main Outcome Measure.—Becoming susceptible to smoking or experimenting by 1996.Results.—More than half the sample (n=979) named a favorite cigarette advertisement in 1993 and Joe Camel advertisements were the most popular. Less than 5% (n=92) at baseline possessed a promotional item but a further 10% (n=172) were willing to use an item. While having a favorite advertisement in 1993 predicted which adolescents would progress by 1996 (odds ratio [OR] =1.82; 95% confidence interval [CI], 1.04-3.20), possession or willingness to use a promotional item was even more strongly associated with future progression (OR=2.89; 95% CI, 1.47-5.68). From these data, we estimate that 34% of all experimentation in California between 1993 and 1996 can be attributed to tobacco promotional activities. Nationally, this would be over 700000 adolescents each year.Conclusion.—These findings provide the first longitudinal evidence to our knowledge that tobacco promotional activities are causally related to the onset of smoking.

619 citations

Journal ArticleDOI
11 Dec 1991-JAMA
TL;DR: Very young children see, understand, and remember advertising and the exposure of children to environmental tobacco advertising may represent an important health risk and should be studied further.
Abstract: Objective. —Little is known about the influence of advertising on very young children. We, therefore, measured product logo recognition by subjects aged 3 to 6 years. Design. —Children were instructed to match logos with one of 12 products pictured on a game board. Twenty-two logos were tested, including those representing children's products, adult products, and those for two popular cigarette brands (Camel and Marlboro). Setting. —Preschools in Augusta and Atlanta, Ga. Participants. —A convenience sample of 229 children attending preschool. Results. —The children demonstrated high rates of logo recognition. When analyzed by product category, the level of recognition of cigarette logos was intermediate between children's and adult products. The recognition rates of The Disney Channel logo and Old Joe (the cartoon character promoting Camel cigarettes) were highest in their respective product categories. Recognition rates increased with age. Approximately 30% of 3-year-old children correctly matched Old Joe with a picture of a cigarette compared with 91.3% of 6-year-old children. Conclusion. —Very young children see, understand, and remember advertising. Given the serious health consequences of smoking, the exposure of children to environmental tobacco advertising may represent an important health risk and should be studied further. (JAMA. 1991;266:3145-3148)

407 citations

Journal ArticleDOI
TL;DR: The hypothesis that tobacco marketing may be a stronger current influence in encouraging adolescents to initiate the smoking uptake process than exposure to peer or family smokers or sociodemographic variables including perceived school performance is supported.
Abstract: Background : Today the uptake of smoking is primarily an adolescent pursuit. Awareness of tobacco advertising and promotion is high, and evidence suggests that it plays a role in adolescent smoking uptake. Purpose : We evaluated the influence of tobacco advertising and promotion and exposure to smokers on never-smoking adolescents' susceptibility to smoking. Methods : We used data on 3536 adolescent never smokers (those who had never even puffed on a cigarette) from the 1993 California Tobacco Survey. That survey questioned adolescents about smoking history and inclinations. For this analysis, we defined as susceptible to smoking those never smokers who said on the survey that they could not rule out independently deciding to try a cigarette soon or smoking one offered by a friend. Also for this analysis, we devised two indices : 1) a 5-point index of an individual's receptivity to tobacco advertising as determined by the number of positive responses to five survey items (recognition of advertising messages, having a favorite advertisement, naming a brand he/she might buy, owning a tobacco-related promotional item, and willingness to use a tobacco-related promotional item) and 2) an index classifying an individual's reported exposure to family and peer smoking into one of four levels. Using logistic regression, we assessed the independent importance of our indices in predicting susceptibility to smoking after adjustment for sociodemographic variables, including age, sex, and race/ethnicity, and for perceived school performance. Tests of statistical significance were two-sided. Results : Receptivity to tobacco advertising and exposure to smokers were independently associated with susceptibility to smoking, but the relationship appeared stronger for receptivity to advertising. Adolescents exposed to family members and peers (n = 489) who smoked were 1.89 (95% confidence interval [CI] = 1.30-2.74) times as likely to be susceptible, whereas adolescents who scored 4 or more on the Index of Receptivity to Tobacco Marketing (n = 361) were 3.91 (95% CI = 2.38-6.42) times as likely to be susceptible as those who scored 0. Even adolescents who scored 2 (n = 1090) were 2.03 (95% CI = 1.31-3.15) times as likely to be susceptible. There was no interaction effect between score on the Index of Receptivity to Tobacco Marketing and exposure to smokers. Conclusion : Our results support the hypothesis that tobacco marketing may be a stronger current influence in encouraging adolescents to initiate the smoking uptake process than exposure to peer or family smokers or sociodemographic variables including perceived school performance.

322 citations

Journal ArticleDOI
11 Dec 1991-JAMA
TL;DR: Old Joe Camel cartoon advertisements are far more successful at marketing Camel cigarettes to children than to adults, consistent with tobacco industry documents that indicate that a major function of tobacco advertising is to promote and maintain tobacco addiction among children.
Abstract: Objectives. —To determine if RJR Nabisco's cartoon-theme advertising is more effective in promoting Camel cigarettes to children or to adults. To determine if children see, remember, and are influenced by cigarette advertising. Design. —Use of four standard marketing measures to compare the effects of Camel's Old Joe cartoon advertising on children and adults. Subjects. —High school students, grades 9 through 12, from five regions of the United States, and adults, aged 21 years and over, from Massachusetts. Outcome Measures. —Recognition of Camel's Old Joe cartoon character, product and brand name recall, brand preference, appeal of advertising themes. Results. —Children were more likely to report prior exposure to the Old Joe cartoon character (97.7% vs 72.2%;P Conclusion. —Old Joe Camel cartoon advertisements are far more successful at marketing Camel cigarettes to children than to adults. This finding is consistent with tobacco industry documents that indicate that a major function of tobacco advertising is to promote and maintain tobacco addiction among children. (JAMA1991;266:3149-3153)

308 citations

Journal ArticleDOI
11 Dec 1991-JAMA
TL;DR: Perception of advertising is higher among young smokers; market-share patterns across age and sex groups follow the perceived advertising patterns; and changes in market share resulting from advertising occur mainly in younger smokers.
Abstract: Objective. —To evaluate whether tobacco advertising encourages teenagers younger than 18 years to start smoking. Design. —Comparison of 1990 California telephone survey data with data from a 1986 national telephone survey (both used a random-digit dialing system); 95% confidence intervals were calculated. To test our hypothesis, we considered whether the perception of advertising was related to age, whether the pattern of market share across age and sex groups followed the pattern of perceived advertising, and whether changes in market share paralleled changes in advertising as perceived by the youngest age group. Participants. —There were 24296 adults and 5040 teenagers. Results. —The most advertised brands of cigarettes were Marlboro, according to 33.6% of adults and 41.8% of teenagers, and Camel, according to 13.7% of adults and 28.5% of teenagers—named most often by 12- to 13-year-olds (34.2%). The brands that were purchased most often were Marlboro and Camel. Together these were the brands of choice of 79.9% of males and 85% of females aged 12 through 17 years. Marlboro's market share increased in youths and young adults up to age 24 years and then decreased gradually with age; Camel's market share decreased abruptly with age: it was the brand of choice of 24.5%±5.8% of males aged 12 through 17 years but was chosen by only 12.7%±3.6% of males aged 18 through 24 years; for females, 21.7%±13.7% aged 12 through 17 years chose Camels, while only 5.5%±3.2% aged 18 through 24 years preferred this brand. Both Marlboro and Camel brands had a higher market share in California in 1990 compared with that for the United States in 1986. Of interest is that the market share for Camel increased among the younger smokers but was more evenly distributed for Marlboro. Conclusions. —Perception of advertising is higher among young smokers; market-share patterns across age and sex groups follow the perceived advertising patterns; and changes in market share resulting from advertising occur mainly in younger smokers. Cigarette advertising encourages youth to smoke and should be banned. (JAMA. 1991;266:3154-3158)

252 citations