Sone T
Department of Preventive Medicine and Community Health, University of Occupational and Environmental Health School of Medicine.
Nihon Koshu Eisei Zasshi. 1995 Dec;42(12):1017-28.
The massive increase of tobacco-attributable deaths has been a great concern in the world. Although many factors are associated with tobacco use, advertising has played a crucial role, and restriction of advertising is a possible legislative option to control the tobacco epidemic, especially in younger populations. Scientific literature was reviewed to evaluate the effect of tobacco advertising restrictions in various countries. Studies in some developed countries suggest that properly implemented total advertising bans could reduce tobacco consumption and smoking prevalence. On the other hand, the effects of partial advertising bans, such as those in the United States, is controversial. Following partial restrictions, the tobacco industry quickly shifted its advertising focus to other options, such as the print media or sports sponsorship. This shift of focus of advertising to less restricted measures made the effects of partial advertising bans less definitive. In addition, sound consideration on some methodological issues, such as selection of appropriate variables and data validity, is required for the proper assessment of the effect of tobacco advertising restrictions. No legislative restrictions for the tobacco advertising are implemented in Japan although several self-regulations by the tobacco industry circumscribe the content of advertising and the appearance of broadcast advertising. The governmental task forces encourage further restrictions of tobacco advertising through voluntary self-regulation by the industry, and not by governmental legislative actions. Further research on tobacco advertising in Japan, such as its influence on juvenile smoking and social norms and the effectiveness of voluntary self-regulation, is required to develop appropriate policies on tobacco advertising control.
烟草导致的死亡人数大幅增加已成为全球关注的重大问题。尽管许多因素与烟草使用有关，但广告起到了关键作用，限制广告是控制烟草流行的一种可能的立法选择，特别是对年轻人群体而言。本研究回顾了科学文献，以评估各国烟草广告限制的效果。一些发达国家的研究表明，全面实施广告禁令可以减少烟草消费和吸烟率。另一方面，部分广告禁令的效果，如美国实施的禁令，存在争议。在部分限制措施实施后，烟草行业迅速将广告重点转移到其他途径，如平面媒体或体育赞助。广告重点向限制较少的措施转移，使得部分广告禁令的效果变得不那么明确。此外，为了正确评估烟草广告限制的效果，需要对一些方法学问题进行合理考量，如选择合适的变量和数据有效性。在日本，尽管烟草行业的一些自我监管限制了广告内容和广播广告的形式，但并未实施针对烟草广告的立法限制。政府特别工作组鼓励通过行业自愿自我监管而非政府立法行动，进一步限制烟草广告。为了制定适当的烟草广告控制政策，需要对日本的烟草广告进行进一步研究，例如其对青少年吸烟和社会规范的影响以及自愿自我监管的效果。
