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Study: Youth Still Exposed to Tobacco Ads Despite Restrictions
December 12, 2003

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News Summary

New research from the American Legacy Foundation shows that children and teens are routinely exposed to tobacco advertisements and promotion despite the restrictions included in the 1998 tobacco settlement with U.S. states, according to a Dec. 11 press release from the American Legacy Foundation.

Under the settlement agreement, tobacco companies pledged not to "take any action, directly or indirectly, to target youth in the advertising, promotion, or marketing of tobacco products."

According to the American Legacy Foundation's "First Look 12" report, 29 percent of youth ages 12-14, 36.9 percent of youth ages 15-17 and 39.9 percent of young adults ages 18-24 had seen tobacco advertisements in the past 30 days.

The study says that pro-tobacco messages in print advertising have declined in the last five years as tobacco companies shifted from advertising to promotions, such as coupons, two-for-one deals and free gifts with cigarette purchases.

However, American youth are highly aware of such promotional advertising through television, the movies, at concerts, festivals and clubs, and on the Internet.

"Public-health advocates have long recognized the influence advertising and product placement has had in glamorizing smoking to young people -- both in retail and in entertainment venues," said Dr. Cheryl Healton, president and CEO of the American Legacy Foundation. "For this very reason, the [tobacco settlement] restricted the marketing of tobacco to American's youth. This new data demonstrates that tobacco advertising is nonetheless reaching teens and we must do more to de-glamorize smoking in this demographic."

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