Influence of Experiences of Witnessing Tobacco Advertising and Preferences of Tobacco Companies' Social Responsibility on Current and Future Smoking Intentions in Adolescents

ABSTRACT

PURPOSE: To evaluate the influence of experiences of witnessing tobacco advertising and preferences of tobacco companies' social responsibility (CSR) on current and future smoking intentions in adolescents. METHODS: Data were collected from 700 adolescents living in Korea representing 7 metropolitan cities and 8 provinces in the method of proportional random sampling. The Gallup's data collection system was adopted using 11 face to face interviews. The witness of tobacco advertising was determined by 'yes', or 'no' responses to three survey items and to four survey items for preferences of tobacco CSR. For statistical analysis, chi2 test, Fisher's exact test and logistic regression were used. RESULTS: 98.4% of the adolescents had experiences of witnessing tobacco advertising. POP (OR=103.44, 95% CI 8.22~1301.45) and magazine advertisement (OR=6.07, 95% CI 1.34~22.58) had a significant effect on their current smoking. Also, POP (beta=.24, p<.001) and movie advertisement (beta=.42, p<.001) had a significant effect on their future smoking intentions. As for the preferences of tobacco CSR, cultural-art support activities (beta=.15, p=.025) and environmental purifying campaigns (beta=-.15, p=.034) had a significant effect on their future smoking intentions. CONCLUSION: Witness of tobacco advertising and positive responses to tobacco CSR are associated with current and future smoking intentions in adolescents.