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February 2004, Vol 94, No. 2 | American Journal of Public Health 326-330
© 2004 American Public Health Association

RESEARCH AND PRACTICE

Young Adults: Vulnerable New Targets of Tobacco Marketing

Lois Biener, PhD and Alison B. Albers, PhD

Lois Biener and Alison B. Albers are with the Center for Survey Research, University of Massachusetts, Boston.

Correspondence: Requests for reprints should be sent to Lois Biener, PhD, Center for Survey Research, University of Massachusetts, Boston, 100 Morrissey Blvd, Boston, MA 02125 (e-mail: lois.biener{at}umb.edu).

Objectives. We examined young adult smoking patterns and receptivity to cigarette advertising to assess vulnerability to tobacco marketing strategies.

Methods. We obtained data from a telephone survey of 12 072 Massachusetts adults.

Results. Smokers aged 18 to 30 years were more likely than older adults to smoke only occasionally and to consume fewer than 10 cigarettes per day. They also were more receptive to cigarette marketing and were more likely to be frequent patrons of bars and clubs.

Conclusions. Many young adult smokers are in the initiation phase of smoking and are likely to undergo a transition to either nonsmoking or heavier smoking. If unimpeded by regulation, tobacco promotion in bars and clubs is likely to lead to increased adult smoking prevalence.




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