Cancer Control Research
5R01CA067850-04
Fortmann, Stephen P.
IMPACT OF RETAIL TOBACCO ADVERTISING ON YOUTH SMOKING
Abstract
DESCRIPTION (provided by applicant): The tobacco industry spends the largest
share of its marketing budget at the point of sale, where it enjoys relatively
few regulations. Stores saturated with tobacco advertising, promotions, and
products constitute a significant public health concern, especially for youth.
Research has shown that tobacco ads are more numerous in stores near schools,
and in neighborhoods with a higher proportion of residents under age 18.
Although several studies describe the quantity and nature of tobacco
advertisements in stores, little is known about the impact of cumulative
exposure to these messages on young people.
A longitudinal study is proposed to measure adolescents' exposure to retail
tobacco advertising and its influence on smoking initiation. The combination of
data from student surveys and store observations is a unique feature of this
research. The study will: (1) survey sixth, seventh, and eighth graders in a
California community to assess their shopping habits, receptivity to tobacco
marketing, and smoking-related beliefs and behaviors; (2) measure the density
of tobacco advertising in a sample of retail tobacco outlets in the two
communities; and (3) conduct follow-up surveys of the same students and
observations of the same stores one year later. Adolescents' exposure to retail
tobacco advertising will be measured by multiplying their self-reported
frequency of visiting stores that sell tobacco and the density of advertising
in those locations. The study will test whether baseline advertising exposure
predicts progression toward smoking at follow-up, controlling for smoking by
family and friends and other influences. Additional hypotheses concern the
relationship between adolescents' exposure to tobacco advertising in stores and
indicators of marketing receptivity, such as naming a favorite cigarette brand
and owning or wanting a promotional item with a tobacco company name or logo.
The study will also test whether the density of tobacco advertising is greater
in stores where youth frequently shop.
Few longitudinal studies examine the effects of tobacco advertising and
promotions on youth, and none address in-store advertising. The proposed study
addresses concerns that the proliferation of tobacco advertising in stores
contributes to an environment that encourages youth to smoke. It also meets a
pressing need for research about the possible causal role of retail tobacco
advertising in the initiation of smoking.
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