Study Shows Power of Tobacco Brand AdvertisingSeptember 1, 2000
Research Summary
New research shows that children who smoke are influenced by advertising when choosing their brand of cigarettes, Reuters reported Aug. 31.For years, tobacco companies have denied that their advertising campaigns target youths. But the National Household Survey, an annual report on illicit drug abuse, smoking and alcohol conducted by the U.S. Department of Health and Human Services, found that 75 percent of African-American teens smoke Newport cigarettes, while more than half of young white and Hispanic teens prefer Marlboro.
Marlboro, Newport and Camel are the most heavily advertised brands of cigarettes.
"These are clearly targeted marketing campaigns on behalf of these tobacco companies. Menthol cigarettes such as Newport are targeted to African-Americans, for example. This is consistent with other data we have seen," said Danny McGoldrick, research director for the Campaign for Tobacco-Free Kids.
Although the 1998 nationwide tobacco settlement prohibited tobacco companies from targeting youths, McGoldrick said he has noticed an increase in cigarette ads in magazines with high youth readership. In addition, while tobacco firms agreed not to use advertising billboards to promote their products, McGoldrick said there has been an increase in point-of-sale advertising.
"We know that 90 percent of people smoke before they are 19 years old. That's where new smokers are. It's hard to imagine the tobacco companies will have abandoned this market and the evidence is that they have not," McGoldrick said.
Philip Morris denied those accusations . Company spokesman Brendan McCormick said cigarette advertisements have been pulled from more than 40 magazines with high youth readership. In addition, he said, the company sponsors school programs aimed at reducing teen smoking.
"We are marketing our products in a very responsible way," said McCormick. "We are trying to make it even harder for youths to buy cigarettes."
According to the report, teen cigarette use dropped to 15.7 percent in 1999, compared with 19.9 percent two years earlier. "Despite the declining numbers, all of us -- parents, teachers, the government and the media -- still need to do more to help our young people see through the tobacco companies' smokescreen of deceit," said Health and Human Services Secretary Donna Shalala.
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