Receptivity to Tobacco Advertising and Susceptibility to Tobacco Products
Receptivity to Tobacco Advertising and Susceptibility to Tobacco Products
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DOI：
10.1542/peds.2016-3353
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发表时间：
2017-06-01
期刊：
影响因子：
8
通讯作者：
Messer, Karen
中科院分区：
文献类型：
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作者：
Pierce, John P.;Sargent, James D.;Messer, Karen
背景和结论：非卷烟烟草营销监管较少，可能会促进青少年吸烟。我们量化的接受多种烟草产品的广告和假设的关联与吸烟的易感性。方法：波1的全国代表性的PATH（烟草与健康的人口评估）研究采访了10 751青少年从未使用过烟草。从959个最近的烟草广告中分层随机选择5个广告，分别用于香烟，电子烟，无烟产品和雪茄。辅助回忆被归类为低接受性，喜欢图像或最喜欢的广告被归类为高接受性。主要因变量是易感性吸烟。结果：在美国青年，41%的12至13奥尔兹的青少年和一半的年龄较大的青少年接受至少1烟草广告。在每个年龄组中，对电子烟广告的接受度最高（28%-33%），其次是卷烟（22%-25%），无烟烟草（15%-21%）和雪茄（8%-13%）。电视上播放的电子烟广告的召回率最高。在吸烟易感青少年中，对电子烟广告的接受度（39.7%; 95%置信区间[CI]：37.9%-41.6%）高于香烟广告（31.7%; 95% CI：29.9%-33.6%）。对每种烟草产品广告的接受度与吸烟易感性的增加有关，在产品之间没有显著差异（香烟和电子烟广告的优势相似;调整后的优势比= 1.22; 95% CI：1.09-1.37）。很大一部分美国青少年从不吸烟者接受烟草广告，其中电子烟的电视广告召回率最高。对每种非卷烟烟草产品广告的接受度与对吸烟的易感性有关。
BACKGROUND AND OBJECTVES: Non cigarette tobacco marketing is less regulated and may promote cigarette smoking among adolescents. We quantified receptivity to advertising for multiple tobacco products and hypothesized associations with susceptibility to cigarette smoking.METHODS: Wave 1 of the nationally representative PATH (Population Assessment of Tobacco and Health) study interviewed 10 751 adolescents who had never used tobacco. A stratified random selection of 5 advertisements for each of cigarettes, e-cigarettes, smokeless products, and cigars were shown from 959 recent tobacco advertisements. Aided recall was classified as low receptivity, and image-liking or favorite ad as higher receptivity. The main dependent variable was susceptibility to cigarette smoking.RESULTS: Among US youth, 41% of 12 to 13 year olds and half of older adolescents were receptive to at least 1 tobacco advertisement. Across each age group, receptivity to advertising was highest for e-cigarettes (28%-33%) followed by cigarettes (22%-25%), smokeless tobacco (15%-21%), and cigars (8%-13%). E-cigarette ads shown on television had the highest recall. Among cigarette-susceptible adolescents, receptivity to e-cigarette advertising (39.7%; 95% confidence interval [Cl]: 37.9%-41.6%) was higher than for cigarette advertising (31.7%; 95% Cl: 29.9%-33.6%). Receptivity to advertising for each tobacco product was associated with increased susceptibility to cigarette smoking, with no significant difference across products (similar odds for both cigarette and e-cigarette advertising; adjusted odds ratio = 1.22; 95% Cl: 1.09-1.37).CONCLUSIONS: A large proportion of US adolescent never tobacco users are receptive to tobacco advertising, with television advertising for e-cigarettes having the highest recall. Receptivity to advertising for each non cigarette tobacco product was associated with susceptibility to smoke cigarettes.