DOI QR코드

DOI QR Code

Is Exposure to Tobacco Advertising, Promotion and Sponsorship Associated with Initiation of Tobacco Use among Current Tobacco Users in Youth in India?

  • Sardana, Mohini (International Institute of Health Management Research) ;
  • Goel, Sonu (School of Public Health, Post Graduate Institute of Medical Education and Research) ;
  • Gupta, Madhu (School of Public Health, Post Graduate Institute of Medical Education and Research) ;
  • Sardana, Veera (Indian Health Consultants) ;
  • Singh, BS (International Institute of Health Management Research)
  • Published : 2015.10.06

Abstract

Background: The rise in consumption of tobacco products among youth is a public health concern in India. Several studies have shown that advertisements promoting tobacco products influence decisions and behaviour of youth towards smoking. Objective: To ascertain which method of Tobacco Advertising, Promotion and Sponsorship (TAPS) was more influential for initiating tobacco use in youth in India. Materials and Methods: The secondary data of youth (15-24 years) from nationally representative Global Adult Tobacco Survey (GATS) conducted in 2009-2010 was analyzed. Odds ratio and p-value were used to know the association between TAPS and initiation of use of tobacco products among youth. Logistic regression was used to determine the most significant means of TAPS altering the youth's behaviour towards tobacco products. Results: Out of 13,383 youths, 1,982 (14.7%) used smokeless forms of tobacco and 860 (6.38%) used smoke forms. Logistic regression reveals that promotional activities mainly through cinemas (p<0.05) and providing free samples of tobacco products (p < = .001) were most influential means of initiating consumption of tobacco products among youth. Conclusions: The smoking in youth is associated with watching advertisements particularly in cinema and promotional activities like distribution of free samples, coupons and sales on the price of tobacco products. Stronger legislative measures should be enforced to curb promotional advertisements in cinemas and distribution of free samples.

Keywords

Tobacco advertising;TAPS;tobacco;mass media;tobacco initiation;India

References

  1. Alzalabani A, Saeed A, Abdularahman BM, et al (2012). Effect of tobacco advertisements on smoking habits among adolescents in Saudi Arabia. Medical Journal of Cairo University, 80, 111-9
  2. Arora M, Reddy KS, Stigler MH, Perry CL (2008). Associations between tobacco marketing and use among urban youth in India. Am J Health Behav, 32, 283-94
  3. Article 13, WHO Framework Convention on Tobacco Control Guidelines (2003). At http://www.ssuk.org.tr/eski_site_verileri/elazig_kongre_sunumlar/Luminita_SANDA.pdf (accessed on 12/04/2015)
  4. Cause and Effect: Tobacco Marketing Increases Youth Tobacco Use (2012). The center for public health & tobacco policy. At http://www.tobaccopolicycenter.org/documents/SGR%20NY%205-25-12 (accessed on 12/04/2015)
  5. CDC-Fact Sheet- About Tobacco Industry Marketing (2011). At http://www.cdc.gov/tobacco/data_statistics/fact_sheets/tobacco_industry/marketing/ (accessed on 12/04/2015)
  6. Chudhary S; Chaudhary S (2005). Pan masala advertisements are surrogate for tobacco products. Indian J Cancer, 42, 94-8 https://doi.org/10.4103/0019-509X.16699
  7. Enforcing bans on tobacco advertising, promotion and sponsorship.WHO Report On The Global Tobacco Epidemic (2013). At http://apps.who.int/iris/bitstream/10665/85380/1/9789241505871_eng.pdf (accessed on 12/04/2015)
  8. Gendall P, Hoek J, Edwards R, et al (2012). Young adults' interpretations of tobacco brands: implications for tobacco control. BMC Public Health, 12.
  9. Goel S, Ravindra K, Singh RJ, Sharma D (2014). Effective smoke-free policies in achieving a high level of compliance with smoke-free law: experiences from a district of North India. Tobacco control, 23, 291-4 https://doi.org/10.1136/tobaccocontrol-2012-050673
  10. Goel S; Kumar R; Lal P, et al (2014). How compliant are tobacco vendors to india's tobacco control legislation on ban of advertisments at point of sale? a three jurisdictions review. Asian Pac J Cancer Prev, 15, 10637- 42
  11. Hastings G, MacFadyen L, MacKintontosh AM, et al (2001). Assessing the impact of branding and tobacco marketing communications on young people in Britain. BMJ, 322, 513-7 https://doi.org/10.1136/bmj.322.7285.513
  12. Henriksen L, Feighery EC, Schleicher NC, Haladjian H, Fortmann S (2004). Reaching youth at the point of sale: Cigarette marketing is more prevalent in stores where adolescents shop frequently. Tobacco Control. BMJ, 13, 315-8
  13. Hitchman SC, Fong GT, et al (2011). Gender empowerment and female to male smoking prevalence ratios. Bulletin of the World Health Organization, 89, 195-02 https://doi.org/10.2471/BLT.10.079905
  14. Hoek J, Wong C, Gendall P, et al (2010). Effects of dissuasive packaging on young adult smokers Tobacco Control. BMJ, 20, 183-8
  15. Muttappallymyalil J, Divakaran B, Thomas T, et al (2012). Prevalence of tobacco use among adolescents in India. Asian Pac J Cancer Prev, 13, 5371-4 https://doi.org/10.7314/APJCP.2012.13.11.5371
  16. National Cancer Institute (2008). The role of the media in promoting and reducing tobacco use. Bethesda (md): u.s. department of health and human services, national institutes of health, national cancer institute. tobacco control monograph No 19. NIH Publication No. 07-6242
  17. Patel D, Kassim S, Croucher R (2012). Tobacco promotion and availability in school neighborhoods in India: a crosssectional study of their impact on adolescent tobacco use. Asian Pac J Cancer Prev, 13, 4173-6. https://doi.org/10.7314/APJCP.2012.13.8.4173
  18. Rigotti NA, Moran SE, and Wechsler H (2005). US college students' exposure to tobacco promotions: prevalence and association with tobacco Use. Am J Public Health, 95, 138-44 https://doi.org/10.2105/AJPH.2003.026054
  19. Sargent J, Beach M, Dalton M, et al (2001). Effect of seeing tobacco use in films on trying smoking among adolescents. BMJ, 323, 1394. https://doi.org/10.1136/bmj.323.7326.1394
  20. Shah PB, Pednekar MS, Gupta PC, Sinha DN, et al (2008). The relationship between tobacco advertisements and smoking status of youth in India. Asian Pac J Cancer Prev, 9, 637-2.
  21. Sorensen G, Gupta PC, Pednekar MS (2005). Social disparities in tobacco use in mumbai, India: the roles of occupation, education, and gender. Am J Public Health, 95, 1003-8 https://doi.org/10.2105/AJPH.2004.045039
  22. Tanski SE, Stoolmiller M, Cin SD, et al (2009). Movie character smoking and adolescent smoking:who matters more, good guys or bad guys? J Am Academy of Pediatrics, 124, 135-43
  23. Tobacco Advertising, promotion and sponsorship-evidence of the impact of tobacco marketing on tobacco use, November (2008).At http://global.tobaccofreekids.org/files/pdfs/en/APS_evidence_en.pdf (accessed on 12/04/2015)
  24. Tobacco Industry Marketing (1999). At http://www.lung. org/stop-smoking/about-smoking/facts-figures/tobaccoindustry-marketing.html (accessed on 12/04/2015) TheWorld Bank, p 92.
  25. Viswanath K, Ackerson LK, Sorensen G, Gupta PC (2010) Movies and TV influence tobacco use in India: findings from a national survey. PLoS ONE, 5, 11365. https://doi.org/10.1371/journal.pone.0011365
  26. Yadav A, Goel S, Sharma VL (2014). Integration of tobacco control in masters of public health curricula of India. Asian Pac J Cancer Prev, 15, 5611-5 https://doi.org/10.7314/APJCP.2014.15.14.5611
  27. Zhu B P, Giovino G A, Mowery P D, et al (1996). The relationship between cigarette smoking and education revisited: implications for categorizing persons' educational status. Am J Public Health, 86, 1582-9 https://doi.org/10.2105/AJPH.86.11.1582

Cited by

  1. Violation of Bans on Tobacco Advertising and Promotion at Points of Sale in Viet Nam: Trend from 2009 - 2015 vol.17, pp.sup1, 2016, https://doi.org/10.7314/APJCP.2016.17.S1.91
  2. A Policy Perspective on the Global Use of Smokeless Tobacco vol.4, pp.4, 2017, https://doi.org/10.1007/s40429-017-0166-7