The Master Settlement Agreement (MSA) restricts, but does not prohibit, tobacco industry sponsorship of events, outdoor advertising, and brand and company name merchandise. To attract new smokers and retain current smokers in ways that are compliant with the terms of the MSA, the tobacco industry will need to adapt prior advertising and promotions strategies and perhaps develop new ones. The objectives of our research were to: (1) document tobacco industry strategies promoting tobacco use among young adults; (2) describe how tobacco industry strategies vary by community characteristics, specifically racial/ethnic composition and socioeconomic status (SES). Six Massachusetts communities were selected for inclusion in the study to represent range by race/ethnicity, socioeconomic status (SES), and urban vs. suburban. Using the case study method, we observed and documented tobacco industry advertising and promotions strategies in those communities and in seven publications distributed to young adults in these same communities. Analyses were conducted to create a profile of industry advertising and promotion strategies for two years post-MSA, allowing us to compare differences in tobacco industry behavior by community racial/ethnic and SES composition. These findings are significant because they: 1) indicate that the tobacco industry is finding ways to advertise and promote their products in venues that are likely to reach young adults, particularly those of low SES and people of color; 2) point to weaknesses in the MSA that may be overcome by additional policies at the state or federal levels.
Learning Objectives: After attending this session, participants will be able to: (1) Discuss the differences in advertising and promotions practices by the tobacco industry -between low and high socioeconomic status communities -between communities of different racial/ethnic composition and (2) Identify strategies that the tobacco industry employs to target young adults (age 18-29) of lower socioeconomic status and racial and ethnic minority groups.
Keywords: Tobacco Policy, Minority Health
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.