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American Academy of Pediatrics
Article

Cigarette Advertising and Teen Smoking Initiation

Reiner Hanewinkel, Barbara Isensee, James D. Sargent and Matthis Morgenstern
Pediatrics February 2011, 127 (2) e271-e278; DOI: https://doi.org/10.1542/peds.2010-2934
Reiner Hanewinkel
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Barbara Isensee
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James D. Sargent
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Matthis Morgenstern
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Abstract

OBJECTIVE: To test the specificity of the association between cigarette advertising and adolescent smoking initiation.

METHODS: A longitudinal survey of 2102 adolescents, aged 10 to 17 years at baseline, who never smoked was conducted by using masked images of 6 cigarette advertisements and 8 other commercial products with all brand information digitally removed. The exposure variable was a combination of contact frequency and cued recall of brands for cigarette and other advertisements. Multilevel mixed-effects Poisson regressions were used to assess smoking initiation 9 months after the baseline assessment as a function of cigarette-advertisement exposure, other advertisement exposure, and baseline covariates.

RESULTS: Thirteen percent (n = 277) of students initiated smoking during the observation period. Although the incidence of trying smoking was associated with increased exposure to cigarette advertisements (10% in the low, 12% in the medium, and 19% in the high cigarette-advertisement exposure tertile initiated smoking), exposure to other advertisements did not predict smoking initiation. Compared with low exposure to cigarette advertisements, high exposure remained a significant predictor of adolescent smoking initiation after controlling for baseline covariates (adjusted relative risk: 1.46 [95% confidence interval: 1.08–1.97]; P < .05).

CONCLUSIONS: Our results support the notion of a content-related effect of cigarette advertisements and underlines the specificity of the relationship between tobacco marketing and teen smoking; exposure to cigarette advertisements, but not other advertisements, is associated with smoking initiation.

  • adolescence
  • cigarettes
  • marketing
  • advertising
  • Germany
  • Accepted November 11, 2010.
  • Copyright © 2011 by the American Academy of Pediatrics

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Pediatrics
Vol. 127, Issue 2
1 Feb 2011
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Cigarette Advertising and Teen Smoking Initiation
Reiner Hanewinkel, Barbara Isensee, James D. Sargent, Matthis Morgenstern
Pediatrics Feb 2011, 127 (2) e271-e278; DOI: 10.1542/peds.2010-2934

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Cigarette Advertising and Teen Smoking Initiation
Reiner Hanewinkel, Barbara Isensee, James D. Sargent, Matthis Morgenstern
Pediatrics Feb 2011, 127 (2) e271-e278; DOI: 10.1542/peds.2010-2934
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