Young adults' opinions on regulating tobacco marketing strategies

Background: Young people are frequently exposed to tobacco advertisements in magazines and smoking images in movies; both are marketing strategies used to reach this population. More knowledge about young adults' opinions on regulating these marketing strategies is helpful in advocating for public policy changes. Methods: 2,624 participants between the ages of 20 and 27 were surveyed between October 2010 - March 2011 as part of a population-based cohort study. We assessed opinions regarding the restriction of tobacco advertising in magazines and the extension of an “R” movie rating to include films featuring smoking. Associations between these opinions and demographics, tobacco use behaviors, and perceived exposure to smoking in movies (measured at age 16) were assessed. Results: A majority of respondents (65%) favored restricting tobacco advertising in magazines, while a majority (64%) did not favor extending “R” movie ratings to films featuring smoking. Favoring magazine advertising restrictions and extension of “R” movie ratings were associated with being female, and not having consumed cigarettes or any tobacco product in the past 30 days (p<0.05). Additionally, those who perceived less smoking in movies (at age 16) were less likely to favor “R” ratings for smoking in movies. Additional results will be reported, including multivariate analyses. Conclusion: While many young adults support restrictions on tobacco advertising in magazines, most do not favor extending “R” ratings to movies featuring smoking. Helping young adults to realize the pervasiveness of smoking images in movies and its influence on young people may increase their support of this policy.