Department of Community and Global Health, Graduate School of Medicine, the University of Tokyo, Tokyo, Japan.
Tob Control. 2013 Nov;22(6):389-94. doi: 10.1136/tobaccocontrol-2011-050125. Epub 2012 May 26.
Tobacco marketing is a contributing factor to adolescent smoking, and now targeting adolescents in low- and middle-income countries. Especially, promotional items with tobacco brand logos have a great impact on adolescent smoking.
The authors evaluated whether receptivity to tobacco marketing is associated with susceptibility to smoking among non-smoking male students in Lao PDR.
The authors conducted a cross-sectional study with self-administered questionnaires among 526 non-smoking male students in grades 8th and 11th (aged 12-19 years) in Vientiane Capital, Lao PDR. The authors investigated receptivity to tobacco marketing by three measurements: awareness of tobacco marketing, recognition of tobacco marketing messages and owning/being willing to use promotional items. The authors then conducted multiple logistic regression analysis to determine whether marketing receptivity had an independent association with smoking susceptibility, which is defined as the absence of a firm decision not to smoke.
About 20% of the participants were susceptible to smoking. Recognition of marketing messages was significantly associated with susceptibility to smoking (OR=1.76, 95% CI 1.01 to 3.08), as was any owning/being willing to use promotional items with recognition of marketing messages (OR=2.39, 95% CI 1.34 to 4.24). In contrast, any owning/being willing to use promotional items without any recognition of marketing messages was not significantly associated with susceptibility.
A significant association was detected between smoking susceptibility and marketing receptivity, which has been little explored in previous research in low-income countries. Owning/being willing to use promotional items was associated with smoking susceptibility only when there is also recognition of marketing messages.
烟草营销是导致青少年吸烟的一个因素，现在在中低收入国家也将青少年作为目标人群。特别是，带有烟草品牌标识的促销品对青少年吸烟有很大的影响。
作者评估老挝吸烟青少年对烟草营销的接受程度是否与他们吸烟的易感性有关。
作者在老挝万象首都的 8 年级和 11 年级（年龄在 12-19 岁之间）的 526 名非吸烟男学生中进行了横断面研究，使用自我管理的问卷进行调查。作者通过三种方法来评估对烟草营销的接受程度：对烟草营销的认识、对烟草营销信息的识别以及拥有/愿意使用促销品。然后，作者进行了多因素逻辑回归分析，以确定营销接受程度是否与吸烟易感性（定义为没有坚定的不吸烟决定）有独立关联。
约 20%的参与者有吸烟的倾向。对营销信息的识别与吸烟易感性显著相关（OR=1.76，95% CI 1.01 至 3.08），而任何对营销信息有识别并愿意使用促销品的行为（OR=2.39，95% CI 1.34 至 4.24）也是如此。相比之下，任何对营销信息没有识别但愿意使用促销品的行为与吸烟易感性没有显著关联。
在以前对低收入国家的研究中，吸烟易感性与营销接受程度之间存在显著关联，这一关联在以前的研究中很少被探讨。只有在识别营销信息的情况下，拥有/愿意使用促销品才与吸烟易感性相关。
