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APHA Scientific Session and Event Listing

Recorded presentation

Jenny Chu, MPH¹, Lisa Henriksen, PhD¹, Ellen Feighery, RN, MS², Nina Schleicher, PhD², and Stephen Fortmann, MD¹. (1) Stanford Prevention Research Center, Stanford Univeristy, 211 Quarry Road, Stanford, CA 94305-5705, 650-725-3182, jennychu@stanford.edu, (2) Public Health Institute, 555 12th Street, Oakland, CA 94607

Flavored cigarettes, bearing names like “Mandarin Mint” or “Warm Winter Toffee,” have been marketed aggressively by RJ Reynolds. A recent survey suggests these products are more popular with adolescents than young adults: 20% of smokers ages 17-19 had smoked flavored cigarettes compared to only 6% of smokers over age 25. This analysis seeks to inventory and describe marketing materials for flavored cigarettes and compare census data in neighborhoods with and without such marketing. Using existing data from a study on tobacco outlet density and in-store observations in California high schools (N=143), store observations were conducted in a random sample of 400 stores located within 1 mile from schools. Trained data collectors counted and categorized flavored cigarette marketing materials by types of imagery (Human, Animal, Other, None). Census 2000 block group variables were extracted to compare neighborhoods with and without stores that sell flavored cigarettes. Logistic regression assessed the association between presence of stores that sell flavored cigarettes and block group percent minority, age under 18, and SES, adjusting for covariates (land area and population). Among the 143 high school neighborhoods, 42.7% contained at least one store that sold flavored cigarettes and in 13% of neighborhoods it was the closest store to the high school. Store observations are underway and analyses will be complete by May 2006. Results will provide much needed information about the quantity and nature of marketing for flavored cigarettes and the characteristics of neighborhoods surrounding high schools that contain such marketing targeting youth.

Learning Objectives: At the conclusion of the session, the participant (learner) in this session will be able to

• Describe the quantity and nature of marketing within a sample of 400 stores near California high schools for flavored cigarettes.
• List differences in census characteristics between high school neighborhoods which sell flavored cigarettes and high school neighborhoods which do not sell flavored cigarettes.
• Explore how the presence of flavored cigarette advertising might influence youth smoking in high school neighborhoods.

Keywords: Tobacco, Media Campaigns

Presenting author's disclosure statement:

Any relevant financial relationships? No

Recorded presentation