Youth Marketing

Scroll down the page for information and articles related to the following topics:

• Smoking in the Movies
  
• Tobacco Industry Youth-Specific Marketing Tactics
  
• Promotion of Bar and Club Events
  
• Youth Access
  
• Youth Prevention Programs
  
• Youth Smoking Cessation

Smoking in the Movies

The tobacco industry has a long history of promoting tobacco through entertainment media. Their tactics include hiring aggressive product placement firms to represent tobacco industry interests in Hollywood, providing free cigarettes to actors and encouraging professional photographers to take pictures of actors smoking specific brands. While the industry claims to have ended such practices, smoking in movies has recently returned to levels observed in the 1950s and is more prevalent in youth-rated films than adult-rate films, thereby increasing adolescent exposure to smoking and misrepresenting the real world trend of declining tobacco use.

Below is a list of articles that discuss the issue of smoking in movies in more depth, as well as links to websites devoted to this topic:

Edwards, C, et al. "Out of the smokescreen II: will an advertisement targeting the tobacco industry affect young people's perception of smoking in movies and their intention to smoke?" Tobacco Control 2007; 16: 177-181.

Sargent, J.D., et al. Exposure to Movie Smoking Among US Adolescents Aged 10 to 14 Years: A Population Estimate" Pediatrics 2007; 119(5); e1167-e1176.

Worth, K.A., et al. "Prevalence of smoking among major movie characters: 1996-2004." Tobacco Control 2006; 15:442-446.

Charlesworth, A. & Glantz, S.A. “Smoking in the Movies Increases Adolescent Smoking: A Review.” Pediatrics 2005; 116(6); 1516-1528.

Distefan, J.M., Pierce, J.P. & Gilpin, E.A. “Do Favorite Movie Stars Influence Adolescent Smoking Initiation?” American Journal of Public Health 2004; 94(7); 1239-1244.

Edwards, C.A. et al. “Out of the Smokescreen: does an anti-smoking advertisement affect young women’s perception of smoking in movies and their intention to smoke?” Tobacco Control 2004; 13.

Glantz, S.A., Kacirk, K.W. & McCulloch, C. “Back to the Future: Smoking in Movies in 2002 Compared with 1950 Levels.” American Journal of Public Health 2004; 94(2); 261-263.

Ng, C. & Dakake, B. “Tobacco at the Movies. Tobacco Use in PG-13 Films.” MASSPIRG, Accessed on July 10, 2004.

Dalton, M.A., et al. “Effect of viewing smoking in movies on adolescent smoking initiation: a cohort study.” The Lancet, June 10, 2003.

Mekemson, C. & Glantz, S.A. “How the tobacco industry built its relationship with Hollywood.” Tobacco Control 2002; 11; 81-91.

Roberts, D.F., Christensen, P.G., Hendrickson, L. & Bandy, E. “Substance Abuse in Popular Music Videos.” Office of National Drug Control Policy, June 2002.

Sargent, J.D. et al. “Effect of seeing tobacco use in films on trying smoking among adolescents: cross sectional study.” British Medical Journal 2001; 323; 1-6.

Sargent, J.D. et al. “Brand Appearances in contemporary cinema films and contribution to global marketing of cigarettes.” The Lancet 2001; 357.

Tickle, J. J., Sargent, J.D., Beach, M.L. & Heatherton, T.F. “Favourite movie stars, their tobacco use in contemporary movies, and its association with adolescent smoking.” Dartmouth College, June 2000.

Distefan, J.M. et al. “Do movie stars encourage adolescents to start smoking? Evidence from California.” Preventative Medicine 1999; 28(1); 1-11.

Pechmann, C.& Shih, C-F. “Smoking Scenes in Movies and Antismoking Advertisements Before Movies: Effects on Youth.” Journal of Marketing 1999; 63.

Tobacco Industry Youth-Specific Marketing Tactics

The tobacco industry has conducted extensive research into creating a product that is appealing to children and adolescents. Since nearly 90% of regular smokers begin before the age of 19, youth represent a large source of potential long-term income for the tobacco industry.

The articles below discuss some of the strategies used by the industry to target youth.

Carpenter, C.M. et al. “New cigarette brands with flavors that appeal to youth: tobacco marketing strategies.” Health Affairs 2005; 24(6); 1601-10.

Biener, L. & Albers, A.B. “Young Adults: Vulnerable New Targets of Tobacco Marketing.” American Journal of Public Health 2004; 94(2); 326-330.

Cummings, K.M. et al. “Marketing to America’s youth: evidence from corporate documents.” Tobacco Control 2002; 11(Suppl I); i5-i17.

Hamilton, W.L., Turner-Bowker, D.M., Celebucki, C.C. & Connolly, G.N. “Cigarette advertising in magazines: the tobacco industry response to the Master Settlement Agreement and to public pressure.” Tobacco Control 2002; 11(Suppl II); ii54-ii58.

Landmand, A., Ling, P. & Glantz, S. “Tobacco Industry Youth Smoking Prevention Programs: Protecting the Industry and Hurting Tobacco Control.” American Journal of Public Health 2002; 92: 917-930.

Ling, P.M. & Glantz, S.A. “Why and How the Tobacco Industry Sells Cigarettes to Young Adults: Evidence from Industry Documents.” American Journal of Public Health 2002; 92(6); 908-916.

Pierce JP, et al. “Does tobacco marketing undermine the influence of recommended parenting in discouraging adolescents from smoking?” American Journal of Preventive Medicine 2002;23:73-81.

Wayne, G.F. & Connolly, G.N. “How cigarette design can affect youth initiation into smoking: Camel cigarettes 1983-93.” Tobacco Control 2002; 11(Suppl I):i32-i39.

Duffy, S.A. “Cartoon Characters as Tobacco Warning Labels.” Arch. of Pediatric and Adolescent Medicine 2000; 154; 1230-1236.

Pollay, R.W. “Targeting youth and concerned smokers: evidence from Canadian tobacco industry documents.” Tobacco Control 2000; 9; 136-147.

Sargent, J.D., Dalton, M. & Beach, M. “Exposure to cigarette promotions and smoking uptake in adolescents: evidence of a dose-response relation.” Tobacco Control 2000; 9; 163-168.

Perry, C. “The Tobacco Industry and Underage Youth Smoking.” Arch. of Pediatric and Adolescent Medicine 1999; 153(9); 935-41.

Pierce, J.P., Gilpin, E.A. & Won, S.C. “Sharing the blame: smoking experimentation and future smoking-attributable mortality due to Joe Camel and Marlboro advertising and promotions.” Tobacco Control 1999; 8; 37-44.

“Tobacco Advertising and Promotion.” Coalition québécoise pour le contrôle du tabac, 1999.

King, C., Siegel, M., Celebukci, C. & Connolly, G.N. “Adolescent Exposure to Cigarette Advertising in Magazines. An Evaluation of Brand-Specific Advertising in Relation to Youth Readership.” JAMA 1998; 279; 516-520.

Pierce, J. P. et al. “Tobacco Industry Promotion of Cigarettes and Adolescent Smoking.” Journal of the American Medical Association 1998; 279(7); 511-16.

“Studies Show: Tobacco Advertising and Sponsorship Increase Children’s Smoking.” Prepared by Physicians for a Smoke-Free Canada, March 1996.

Evans, N. et al. “Influence of tobacco marketing and exposure to smokers on adolescent susceptibility to smoking.” J Natl Cancer Inst. 1995; 87(20):1538-45.

Pierce, J.P., Lee, L. & Gilpin, E.A. “Smoking initiation by adolescent girls, 1944 through 1988. An association with targeted advertising.” JAMA 1994; 23; 608-11.

Promotion of Bar and Club Events

The tobacco industry's ability to advertise their product to young adults through conventional methods, such as magazine and television advertising and sponsorship of sporting and other events, has been increasingly restricted by legislation such as the Tobacco Act. As a result, they have developed new strategies to reach young audiences. One such strategy has been the use of bar and club events to promote tobacco products.

Below is a list of articles which discuss tobacco related bar and club promotions in further detail.

Rigotti, N.A., Moran, S.E., Wechsler, H. “US College Students' Exposure to Tobacco Promotions: Prevalence and Association With Tobacco Use.” American Journal of Public Health 2005; 95(1):138-144.

Biener L., Nyman A.L., Kline R., Albers A.B. “Adults-Only: The prevalence of tobacco promotions in bars and clubs in the Boston area.” Tobacco Control 2004; 13 (4): 403-408.

Soulos, G. & Sanders, S. “Promoting tobacco to the young in the age of advertising bans.” Prepared for The Cancer Council New South Wales, June 2004.

Katz, S.K. & Lavack, A.M. “Tobacco related bar promotions: insights from tobacco industry documents.” Tobacco Control 2002; 11(Suppl 1): i92-i101

Sepe, E. & Glantz, S. “Bar and Club Tobacco Promotions in the Alternative Press: Targeting Young Adults.” American Journal of Public Health 2002; 92:75-78

Sepe, E., Ling, P. & Glantz, S. "Smooth Moves: Tobacco Bar and Nightclub Promotions Target Young Adults.” American Journal of Public Health 2002; 92: 414-419

Youth Access

Restricting the availability of tobacco products to youth is an important part of a comprehensive tobacco control strategy. The following articles discuss the issue of youth access, strategies for reduced access, and the effectiveness of such strategies.

Leatherdale, S.T. “Predictors of Different Cigarette Access Behaviours Among Occasional and Regular Smoking Youth.” Canadian Journal of Public Health 2005; 96(5): 348-352.

Forster, J., Chen, V., Blaine, T., Perry, C. & Toomey, T. “Social exchange of cigarettes by youth.” Tobacco Control 2003; 12: 148-154.

Everett Jones, S., Sharp, D.J., Husten, C.G. & Crossett, L.S. “Cigarette acquisition and proof of age among US high school students who smoke.” Tobacco Control 2002; 11: 20-25.

Ling, P.M., Landman, A. & Glantz, S.A. “It is time to abandon youth access tobacco programmes.” Tobacco Control 2002; 11:3-6.

Stead, L.F & Lancaster, T. “A systematic review of interventions for preventing tobacco sales to minors.” Tobacco Control 2000; 9:169-176.

O’Grady, B., Asbridge, M. & Abernathy, T. "Analysis of factors related to illegal tobacco sales to young people in Ontario.” Tobacco Control 1999; 8: 301-305.

Youth Prevention and Anti-Tobacco Industry Programs

Educating youth about the dangers of tobacco and the manipulative tactics of the tobacco industry is a crucial part of a comprehensive tobacco control strategy. The articles below discuss projects focused on youth prevention.

Johnston, L.D. et al. "Trends in Recall and Appraisal of Anti-Smoking Advertising Among American Youth: National Survey Results, 1997-2001." Prevention Science 2005; 6(1): 1-19.

Farrelly, M.C., Niederdeppe, J. & Yarsevich, J. “Youth tobacco prevention mass media campaigns: past, present, and future directions.” Tobacco Control 2003; 12(Suppl I): i35-i47.

Farrelly, M.C. et al. "Getting to the Truth: Evaluating National Tobacco Countermarketing Campaigns." Am J Public Health 2002; 92:901-907.

Sly, D.F., Hopkins, R.S., Trapido, E. & Ray, S. “Influence of a counteradvertising media campaign on initiation of smoking: the Florida “truth” campaign.” American Journal of Public Health 2001; 91(2): 233-238.

Duffy, S.A. “Cartoon Characters as Tobacco Warning Labels.” Arch. of Pediatric and Adolescent Medicine 2000; 154; 1230-1236.

Youth Smoking Cessation

Curry, S.J. "Youth Tobacco Cessation: Filling the Gap Between What We Do and What We Know." American Journal of Health Behavior 2003; 27 (Suppl 2).

Orleans, C.T. et al. "The Youth Tobacco Cessation Collaborative and National Blueprint for Action." American Journal of Health Behavior 2003; 27 (Suppl 2).

Maule, C.O., Moyer, C.A. & Lovato, C.Y. "Application of a Better Practices Framework to Review Youth Tobacco Use Cessation." American Journal of Health Behavior 2003; 27 (Suppl 2).

McDonald, P. et al. "Better Practices for Youth Tobacco Cessation Evidence of Review Panel." American Journal of Health Behavior 2003; 27 (Suppl 2).

Milton, M.J. et al. "Recommendations and Guidance for Practice in Youth Tobacco Cessation." American Journal of Health Behavior 2003; 27 (Suppl 2).

Backinger, C.L. "Improving the Future of Youth Smoking Cessation." American Journal of Health Behavior 2003; 27 (Suppl 2).