Patterns of exposure to smoked tobacco advertisements among youths in India and its association with smoked tobacco use: a Latent Class Analysis.

OBJECTIVES

Youths are exposed to multiple sources of tobacco advertisements. We sought to examine patterns of exposure to smoked tobacco advertisements through various modes among Indian youths and its association with smoked tobacco use.

STUDY DESIGN

Cross-sectional survey design.

METHODS

We utilised data from the national Global Adult Tobacco Survey 2016-17 in India, which covered adults >15 years of age. Latent Class Analysis (LCA) was used to examine patterns of exposure to tobacco advertisements through various modes (television, radio, cinema, internet, posters, billboards, public transportation, public walls, stores, newspaper) among youths. Classes were compared across sociodemographic and tobacco use-related characteristics. Various model-fit statistics (Akaike, Bayesian and sample size-adjusted Bayesian Information Criteria, likelihood-ratio tests and, Entropy) and meaningfulness of the classes were used to select the number of latent classes.

RESULTS

Three distinct latent classes were identified in terms of exposure to smoked tobacco products advertisements: "Multimodal exposure" (n = 448, 4.0%), "low exposure" (n = 9584, 86.0%), and "Television and stores" (n = 1116, 10.0%). There were significant differences between classes emerged on sociodemographics (age, sex, residence, education, wealth quintile, region). The "Multimodal exposure" class was associated with current tobacco smoking (odds ratio [OR]: 2.0, 95% confidence interval [CI]: 1.4-3.0, P-value <0.001) and cigarette use (OR: 1.9, 95% CI: 1.3-3.4, P-value <0.001) compared to the "low exposure" class.

CONCLUSIONS

Youths could be grouped into three classes based on their exposure to smoked tobacco product advertisements. The "Multimodal exposure" class with a distinct profile was significantly associated with smoked tobacco use among youths. This evidence supports complete ban on all forms of tobacco advertisements.