Study: Tobacco Advertising Still Reaches and Influences American Teens [11/07-3]

Excerpts from: Despite Prohibition Of Tobacco-Industry Marketing To Youth, Advertising Still Reaches, Influences America's Teens

PR Newswire [11/06/03]

Five years after the Master Settlement
Agreement between five major tobacco companies and 46 state attorneys general,
the American Legacy Foundation -- the national organization born out of the
MSA and created to counter-market tobacco to the nation -- says tobacco
prevention and cessation efforts are working despite the fact that tobacco
industry marketing still continues to reach and heavily influence American
youth. An American Legacy Foundation report issued today indicates that 29
percent of young teens (age 12-14) and 36 percent of older teens (age 15-17)
reported having seen at least one print tobacco ad in the past 30 days,
compared with almost 40 percent of young adults (age 18-24).
This month marks the anniversary of the historic agreement, signed in
November 1998. The foundation was established in March 1999 to develop
programs that address the health effects of tobacco. The foundation's mission
is to build a world where young people reject tobacco and anyone can quit. The
foundation is best known for its youth prevention truth(R) campaign, a
national campaign that educates and empowers young people to make informed
decisions about tobacco use. While that campaign shows continued success in
driving down youth smoking rates, a foundation report being issued next week
notes that teens are exposed to pro-tobacco messages and images nearly as
often as young adults despite the fact that the MSA strictly prohibits
advertising to them.
Each day more than 4,000 youth age 12 to 17 try a cigarette for the first
time* and between one-third and one-half of youth who try a cigarette will go
on to become a daily smoker.** "We know that youth use tobacco products more
frequently when they are exposed to advertising and other pro-tobacco images
that glamorize it. We are encouraged by the fact that youth tobacco use drops
year after year, but we must continue prevention efforts to counter the
industry's advertising and marketing efforts," American Legacy Foundation
President and CEO Cheryl Healton said. "We cannot afford to lose this life-
saving momentum we have built."
The First Look 12*** report compares young teens' (aged 12 to 14), older
teens' (aged 15 to 17) and young adults' (aged 18 to 24) awareness of pro-
tobacco messages. The report notes that:
-- Nearly 29 percent of 12-14 year olds (young teens), 37 percent of 15-17
year olds (older teens) and 42 percent of 18-24 year olds (young adults)
reported having seen tobacco ads or promotions in retail outlets "often."
-- 56 percent of young teens and 54 percent of older teens reported
frequent exposure to glamorized portrayals of smoking in television and film.
This is a significant difference from the 45 percent of young adults who
report awareness of smoking portrayals on screen.

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Action on Smoking and Health (ASH)
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Dedicated to Mr. and Mrs. Warren Wells