Study Examines Why Youth Engage with Online Tobacco Marketing

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A newly published study examined the reasons why adolescents and young adults engage with online tobacco marketing. A sample of 2619 adolescents (13-17 years) and 2625 young adults (18-24 years) living in the US participated in an online survey in July-August 2017.

 

Findings included:

  • Across all tobacco use statuses, the leading reasons for engagement were curiosity or desire for general knowledge about tobacco products (3.9%); incidental, unintended or forced exposure to tobacco ad (3.8%); and seeking discounts, coupons, incentives, or contests (2.9%).
  • Susceptible never tobacco users were more likely to engage because of curiosity or general knowledge than non-susceptible never tobacco users.
  • Past 30-day tobacco users were more likely to engage because of discounts, coupons, incentives, or contests and product appeal than ever, but not past 30-day tobacco users.

 

The researchers concluded that stricter state and federal regulation of tobacco marketing, specifically tobacco ads and coupons, and stronger self-regulation by social networking sites could reduce youth engagement with online tobacco marketing.

Source: Soneji et al. (2019). Reasons for engagement with online tobacco marketing among US adolescents and young adults. Tobacco Induced Diseases, Jan 10;17:02.

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