VicHealth Centre for Tobacco Control, The Cancer Council Victoria, 100 Drummond Street, Carlton, Victoria 3053, Australia.
Tob Control. 2009 Jun;18(3):222-7. doi: 10.1136/tc.2008.027037. Epub 2009 Mar 29.
China currently does not have comprehensive laws or regulations on tobacco advertising and promotion, although it ratified the World Health Organization (WHO) Framework Convention on Tobacco Control (FCTC) in October 2005 and promised to ban all tobacco advertising by January 2011. Much effort is needed to monitor the current situation of tobacco advertising and promotion in China.
This study aims to examine levels of awareness of tobacco advertising and promotion among smokers in China as compared to other countries with different levels of restrictions.
One developing country (Thailand) and two developed countries (Australia and the USA) were selected for comparison. All four countries are part of the International Tobacco Control (ITC) Policy Evaluation Survey project. Between 2005 and 2006, parallel ITC surveys were conducted among adult smokers (at least smoked weekly) in China (n = 4763), Thailand (n = 2000), Australia (n = 1767) and the USA (n = 1780). Unprompted and prompted recall of noticing tobacco advertising and promotion were measured.
Chinese respondents reported noticing tobacco advertisements in a range of channels and venues, with highest exposure levels on television (34.5%), billboards (33.4%) and in stores (29.2%). A quarter of respondents noticed tobacco sponsorships, and a high level of awareness of promotion was reported. Cross-country comparison reveals that overall reported awareness was significantly higher in China than in Thailand (particularly) and Australia, but lower than in the USA.
There is a big gap between China and the better-performing countries such as Thailand and Australia regarding tobacco promotion restrictions. China needs to do more, including enhanced policy and more robust enforcement.
中国目前尚无关于烟草广告和促销的全面法律或法规，尽管中国已于 2005 年 10 月批准了世界卫生组织（世卫组织）《烟草控制框架公约》（《公约》），并承诺于 2011 年 1 月之前禁止所有烟草广告。中国需要大力监测当前的烟草广告和促销情况。
本研究旨在调查中国吸烟者对烟草广告和促销的认知水平，同时与其他国家进行比较，这些国家的烟草广告和促销限制程度不同。
选择了一个发展中国家（泰国）和两个发达国家（澳大利亚和美国）进行比较。这四个国家均属于国际烟草控制政策评估项目（ITC 项目）。2005 年至 2006 年期间，在中国（n=4763）、泰国（n=2000）、澳大利亚（n=1767）和美国（n=1780）进行了平行的 ITC 调查，调查对象为每周至少吸一次烟的成年吸烟者。分别测量了未提示和提示后的烟草广告和促销记忆情况。
中国受访者报告称在多种渠道和场所都能看到烟草广告，其中在电视（34.5%）、广告牌（33.4%）和商店（29.2%）上的曝光率最高。四分之一的受访者注意到烟草赞助活动，对促销活动的认知度较高。跨国比较显示，中国的总体报告认知度明显高于泰国（尤其是）和澳大利亚，但低于美国。
中国在烟草促销限制方面与表现较好的国家（如泰国和澳大利亚）之间存在较大差距。中国需要采取更多措施，包括加强政策和更有力的执法。
