141st APHA Annual Meeting

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Receptivity to tobacco industry and tobacco control media messages and smoking behavior in a national sample

Monday, November 4, 2013

Kristen Emory, MA, PhD Candidate , School of Family and Preventative Medicine, University of California, San Diego and San Diego State Unviersity, La Jolla, CA
Karen Messer, PhD , Moores Cancer Center, University of California, San Diego, La Jolla
John Pierce, PhD , School of Preventative Medicine, Moores Cancer Center, University of California, San Diego, La Jolla
Background: Receptivity to tobacco industry marketing is associated with future smoking. Public health counter-marketing campaigns have been associated with reduced smoking. There is a need to understand the inter-relationship of ad receptivity and smoking behavior. Methods: In 2003, a national sample of primary caregivers and pre-teens were enrolled in a study of the effect of parenting behavior on smoking initiation (N=1036); participants were surveyed multiple times. In 2007-8, 766 youth were re-surveyed, baseline never smokers with complete data were retained for analysis (N=670). Self-reported data include: sociodemographics, home and peer smoking, tobacco advertisement (ad) preferences, smoking bans, smoking risk, and schooling. Smoking was assessed by the question “Have you ever smoked a cigarette, even a few puffs?”. Separate questions assess favorite tobacco-related ads (favorite tobacco control only, favorite cigarette ad only, both, or no favorite tobacco ad). Adjusted regression explores cross-sectional associations with smoking experimentation. Results: Overall, 70.9% of adolescents reported a favorite tobacco-related ad; 57.8% reported a favorite tobacco control ad and 43.1% reported an industry ad. Nearly one third (30%) of adolescents reported both favorite tobacco industry and control ads. The few adolescents who only reported a favorite industry (13.1%) were twice as likely to have experimented than those reporting only a tobacco control ad (OR=2.0,95%CI:1.045-3.92). The probability of experimentation was lower and non-significant for those reporting both types of ads (OR=1.35, 95%CI:0.76-2.39). Conclusions: Public health campaigns may effectively counter the known influence of tobacco marketing in smoking initiation. Results need to be confirmed in a longitudinal study.

Learning Areas:
Public health or related research
Social and behavioral sciences

Learning Objectives:
Describe the influence of having a favorite tobacco industry brand advertisement (pro-tobacco) on adolescent smoking initiation. Explain the combined influence of having a favorite tobacco control advertisement in addition to a favorite tobacco industry brand advertisement.

Keywords: Adolescents, Tobacco Control

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am a PhD candidate in the final stages of my dissertation work. I will be graduating in the Spring of 2013. I have been working in Tobacco Control and with the Parenting data set (from which this data has been obtained)for the past six years. I have completed all of the research myself, under the mentorship of Dr. John Pierce and Dr. Karen Messer.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.