In a new study that polled teenagers over the past two years, researchers found that young people recall cigarette ads that portrayed smoking as popular and relaxing. Specifically, the study of 2,600 individuals ages 14 to 22 and 1,500 people age 23 and older showed that 90 percent of 18-year-olds recalled cigarette ads, compared with about 50 percent of 50-year-olds.

In addition, young smokers underestimated the health risks associated with smoking. According to the survey, 63 percent of young people thought more deaths occurred each year from illicit drug and alcohol addiction than tobacco.

Young people also misjudged the addictiveness of nicotine: 60 percent of young smokers believed quitting was "either very easy or possible for most people if they really try."

Dan Romer, research director at the University of Pennsylvania's Annenberg Public Policy Center, said the study's findings should motivate U.S. states and the federal government to further restrict tobacco advertising.

One recommendation is to ban pictures from tobacco ads. "Tobacco companies lend an image to their product that is exactly what young people are looking for. It's an image of cool, an assertion of independence," said Danny McGoldrick, research director for Campaign for Tobacco-Free Kids.

Mark Smith, a spokesman for Brown & Williamson Tobacco Corp., countered, "We think our advertising is responsible. The changes have been dramatic. Unfortunately, there are those you'll never satisfy."

The study is included in the book, "Smoking: Risk, Perception & Policy," by Paul Slovic.

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