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J Adolesc Health. 2014 Aug;55(2):209-15. doi: 10.1016/j.jadohealth.2014.01.019. Epub 2014 Mar 21.

Direct-to-consumer tobacco marketing and its association with tobacco use among adolescents and young adults.

Author information

1
Norris Cotton Cancer Center, Geisel School of Medicine at Dartmouth, Lebanon, New Hampshire; Dartmouth Institute for Health Policy & Clinical Practice, Geisel School of Medicine at Dartmouth, Lebanon, New Hampshire. Electronic address: samir.soneji@dartmouth.edu.
2
Office of Science, Center for Tobacco Products, U.S. Food and Drug Administration, Rockville, Maryland.
3
Norris Cotton Cancer Center, Geisel School of Medicine at Dartmouth, Lebanon, New Hampshire; Dartmouth Institute for Health Policy & Clinical Practice, Geisel School of Medicine at Dartmouth, Lebanon, New Hampshire.
4
Norris Cotton Cancer Center, Geisel School of Medicine at Dartmouth, Lebanon, New Hampshire.

Abstract

OBJECTIVE:

We assess exposure to direct-to-consumer tobacco marketing and its association with ever having tried smoking, smoking within past 30 days (current), and smoking ≥100 cigarettes in lifetime (established) among adolescents and young adults.

METHODS:

We surveyed a U.S. telephone sample of 3,342 15- to 23-year-olds and 2,541 respondents subsequently completed a web-based survey. Among respondents completing both the telephone and web-based surveys (N = 2,541 [75%]), we assessed their exposure to direct-to-consumer tobacco marketing (receiving direct mail from tobacco companies and seeing tobacco company websites) and their associations with ever having tried smoking, current smoking, and established smoking.

RESULTS:

Overall, 12% of 15- to 17-year-olds and 26% of 18- to 23-year-olds were exposed to direct-to-consumer tobacco marketing. Racial/ethnic minority nonsmoking respondents were more likely to see tobacco websites than nonsmoking whites. Respondents exposed to either form of direct-to-consumer tobacco marketing were more likely to currently smoke (adjusted odds ratio 2.2, 95% confidence interval 1.3-3.8), while those exposed to both forms of marketing experienced even higher odds of currently smoking (adjusted odds ratio 2.7, 95% confidence interval 1.1-6.6). We observed similar relationships for ever having tried smoking and established smoking.

CONCLUSIONS:

Direct-to-consumer tobacco marketing reaches adolescent and young adult nonsmokers and is associated with smoking behavior.

KEYWORDS:

Adolescents; Direct-to-consumer marketing; Tobacco; Young Adults

PMID:
24661738
PMCID:
PMC4241586
DOI:
10.1016/j.jadohealth.2014.01.019
[Indexed for MEDLINE]
Free PMC Article

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