self-reported exposure to marlboro advertising and smoking ... · •a secondary analysis was...
TRANSCRIPT
Figure 2. Associations with cigarette smoking susceptibility among Filipino and Indonesian adolescents
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Marela Kay Minosa, MSPH; Lisa Lagasse, PhD; Meghan Moran, PhD; Joanna Cohen, PhD
• The tobacco industry regularly targets advertising appeals to new markets, such as women and youth
• In 2008, Philip Morris International’s brand Marlboroemployed their global rebranding marketing campaign, Architecture 2.0, in Southeast Asia
• OBJECTIVE: To explore the relationship between self-reported exposure to Marlboro advertising and youth smoking susceptibility, in the Philippines and Indonesia
Background
• A secondary analysis was conducted on two cross-sectional samples of non-smoking Filipino and Indonesian adolescents, residing in Metro Manila (May-June 2016) and Jakarta (July 2017)
• An index of self-reported exposure to Marlboro advertising was created by summing six items asking whether youth saw/heard Marlboro ads via six marketing mediums recently (see Figure 1)
• Youth were identified as susceptible to smoking cigarettes if they responded anything other than “definitely not” to smoking either a cigarette in the next year, or an offered cigarette from a best friend
• Multivariable logistic regression was used to assess the association between self-reported exposure to Marlboro advertising and youth smoking susceptibility
Methods
Results
• Greater self-reported exposure to Marlboro advertising was not found to be associated with smoking susceptibility among youth in either group
• Compared to male youth, female youth had a greater odds of susceptibility in Jakarta, but not in Manila
• Across countries, never-smokers had significantly greater odds of youth susceptibility to smoking as compared to former smokers
Conclusions
• Never-smokers and Indonesian female youth were significantly more susceptible to youth smoking
• Limitation: Self-reported number of outlets of exposure might not necessarily be the best measure of amount and/or frequency of exposure
• More longitudinal studies are needed to better monitor changes in progression along the use continuum due to marketing
www.globaltobaccocontrol.org
Acknowledgements: This work was supported with funding from Bloomberg Philanthropies’ Bloomberg Initiative to Reduce Tobacco Use (Bloomberg.org)
Self-Reported Exposure to Marlboro Advertising and Smoking Susceptibility Among Southeast Asian Adolescents
Figure 1. Percent of non-smoking adolescents who self-reported exposure to Marlboro advertising by marketing medium
49%
29%
11%
9%
51%
72%
68%
47%
42%
26%
83%
68%
0% 20% 40% 60% 80% 100%
Billboard
Internet
Newspaper
Radio
Store
TV
Filipino (n=505) Indonesian (n=674)