Institute for Social Research, University of Michigan, Ann Arbor, Michigan 48106-1248, USA.
Tob Control. 2013 Jan;22(1):38-45. doi: 10.1136/tobaccocontrol-2011-050208. Epub 2011 Oct 4.
Young adults in the USA have one of the highest smoking prevalence rates of any age group, and young adulthood is a critical time period of targeting by the tobacco industry. The authors examined relationships between potential exposure to tobacco-related media campaigns from a variety of sponsors and 2-year smoking change measures among a longitudinal sample of US adults aged 20-30 years from 2001 to 2008.
Self-report data were collected from a longitudinal sample of 12,931 US young adults from age 20 to 30. These data were merged with tobacco-related advertising exposure data from Nielsen Media Research. Two-year measures of change in smoking were regressed on advertising exposures.
Two-year smoking uptake was unrelated to advertising exposure. The odds of quitting among all smokers and reduction among daily smokers in the 2 years between the prior and current survey were positively related to anti-tobacco advertising, especially potential exposure levels of 104-155 ads over the past 24 months. Tobacco company advertising (including corporate image and anti-smoking) and pharmaceutical industry advertising were unrelated to quitting or reduction.
Continued support for sustained, public health-based well-funded anti-tobacco media campaigns may help reduce tobacco use among young adults.
美国的年轻人吸烟率在所有年龄段中是最高的之一，而青年时期是烟草业进行目标定位的关键时期。作者研究了在 2001 年至 2008 年间，来自美国 20 至 30 岁的纵向样本中，年轻人可能接触到各种赞助商的与烟草相关的媒体活动与 2 年吸烟变化之间的关系。
从一个年龄在 20 到 30 岁的美国年轻人的纵向样本中收集了自我报告的数据。这些数据与尼尔森媒体研究公司的烟草相关广告曝光数据合并。使用回归分析方法对吸烟变化的两年衡量指标进行了广告曝光的回归分析。
两年内吸烟的增加与广告曝光无关。在过去 24 个月内，所有吸烟者戒烟的几率和每日吸烟者的减少几率与反烟草广告呈正相关，尤其是潜在的接触水平为 104-155 个广告。烟草公司的广告（包括企业形象和反吸烟）和制药业的广告与戒烟或减少无关。
继续支持持续的、基于公共卫生的、资金充足的反烟草媒体活动，可能有助于减少年轻人的烟草使用。
