Tobacco Advertisements Linked to Increased Susceptibility in Adolescent Tobacco Use

Strategic Insights -

Research published in Preventive Medicine has uncovered a significant association between exposure to tobacco advertisements and increased susceptibility to tobacco use among adolescents. The study, led by Patricia A. Cavazos-Rehg at Washington University, utilizes data from the Population Assessment of Tobacco and Health (PATH) study, a nationally-representative sample of US adolescents ages 12-17. The findings suggest that adolescents who are exposed to tobacco advertisements, particularly those promoting electronic nicotine delivery systems (ENDS), are more likely to be susceptible to tobacco use.

Key Takeaways:

  • Exposure to tobacco advertisements is associated with increased susceptibility to tobacco use among tobacco-naive adolescents.
  • Higher household income, living with tobacco users, substance use history, and mental health problems are associated with increased odds of tobacco marketing exposure.
  • Tobacco ads exposure via website and/or social media sites only was associated with higher odds of tobacco use susceptibility.
  • Seeing cigarettes/other non-ENDS tobacco products only was associated with a 1.64 increase in odds being susceptible to tobacco use.
  • Tobacco ads exposure via website and/or social media sites only (cigarette/other non-ENDS tobacco) was associated with a 1.87 increase in odds and ENDS was associated with a 2.25 increase in odds of tobacco use susceptibility.
  • Rapidly increasing rates of ENDS use in adolescents necessitate strict regulation of advertisements promoting initiation and continued use of ENDS, particularly online and on social media sites.
  • The study has been peer-reviewed and the research team includes Patricia A. Cavazos-Rehg, Xiao Li, Erin Kasson, Nina Kaiser, Raven Riordan, Andrea Fentem, and Jacob T. Borodovsky.

Statistics:

  • 1.64 increase in odds of being susceptible to tobacco use among adolescents who see cigarettes/other non-ENDS tobacco products
  • 1.87 increase in odds of being susceptible to tobacco use among adolescents who are exposed to tobacco ads via website and/or social media sites (cigarette/other non-ENDS tobacco)
  • 2.25 increase in odds of being susceptible to tobacco use among adolescents who are exposed to tobacco ads via website and/or social media sites (ENDS)
  • 95%CI for the association between tobacco ad exposure and tobacco use susceptibility: 1.25-2.81 (ENDS) and 1.43-3.55 (cigarette/other non-ENDS tobacco)

Sources:

  • Cavazos-Rehg, P. A., Li, X., Kasson, E., Kaiser, N., Riordan, R., Fentem, A., & Borodovsky, J. T. (2021). Exploring how tobacco advertisements are associated with tobacco use susceptibility in tobacco naive adolescents from the PATH study. Preventive Medicine, 153.
  • NewsRx. (2021, December 11). Recent Research from Washington University Highlight Findings in Preventive Medicine (Exploring How Tobacco Advertisements Are Associated With Tobacco Use Susceptibility In Tobacco Naive Adolescents From the Path Study). Marketing Weekly News, 79.