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Melanie Wakefield, PhD, Yvonne Terry-McElrath, MSA, Sherry Emery, PhD, Henry Saffer, PhD, Frank J. Chaloupka, PhD, Glen Szczypka, BA, Brian Flay, PhD, Patrick M. O’Malley, PhD and Lloyd D. Johnston, PhD

Melanie Wakefield is with the Center for Behavioral Research in Cancer, The Cancer Council Victoria, Melbourne, Australia. Yvonne Terry-McElrath, Patrick M. O’Malley, and Lloyd D. Johnston are with the Institute for Social Research, University of Michigan, Ann Arbor. Sherry Emery, Frank J. Chaloupka, and Glen Szczypka are with the Institute for Health Research and Policy, University of Illinois, Chicago. Henry Saffer is with the Department of Economics, Kean University, Union, NJ. Brian Flay is with the Department of Public Health, Oregon State University, Corvallis.

Correspondence: Requests for reprints should be sent to Melanie Wakefield, PhD, Center for Behavioral Research in Cancer, The Cancer Council Victoria, 1 Rathdowne Street, Carlton, Victoria, Australia, 3053 (e-mail: melanie.wakefield{at}cancervic.org.au).

Objective. To relate exposure to televised youth smoking prevention advertising to youths’ smoking beliefs, intentions, and behaviors.

Methods. We obtained commercial television ratings data from 75 US media markets to determine the average youth exposure to tobacco company youth-targeted and parent-targeted smoking prevention advertising. We merged these data with nationally representative school-based survey data (n = 103 172) gathered from 1999 to 2002. Multivariate regression models controlled for individual, geographic, and tobacco policy factors, and other televised antitobacco advertising.

Results. There was little relation between exposure to tobacco company–sponsored, youth-targeted advertising and youth smoking outcomes. Among youths in grades 10 and 12, during the 4 months leading up to survey administration, each additional viewing of a tobacco company parent-targeted advertisement was, on average, associated with lower perceived harm of smoking (odds ratio [OR]=0.93; confidence interval [CI]=0.88, 0.98), stronger approval of smoking (OR=1.11; CI=1.03,1.20), stronger intentions to smoke in the future (OR=1.12; CI=1.04,1.21), and greater likelihood of having smoked in the past 30 days (OR=1.12; CI=1.04,1.19).

Conclusions. Exposure to tobacco company youth-targeted smoking prevention advertising generally had no beneficial outcomes for youths. Exposure to tobacco company parent-targeted advertising may have harmful effects on youth, especially among youths in grades 10 and 12.

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