Youth tobacco prevention mass media campaigns: past, present, and future directions

Tob Control. 2003 Jun;12 Suppl 1(Suppl 1):i35-47. doi: 10.1136/tc.12.suppl_1.i35.


This paper focuses on countermarketing efforts aimed at curbing youth smoking. We review the literature on the effectiveness of tobacco countermarketing campaigns, characterise current state and national campaign approaches, present findings from qualitative approaches and laboratory experiments that explore a variety of messages (for example, health consequences, industry manipulation), and discuss newer, non-traditional approaches to countermarketing. In conclusion, we outline research needed to fill gaps in our existing knowledge and discuss future directions in tobacco countermarketing aimed at youth.

Publication types

  • Review

MeSH terms

  • Adolescent
  • Child
  • Health Education / methods
  • Humans
  • Marketing / methods
  • Marketing / trends
  • Mass Media*
  • Role
  • Smoking Cessation / methods*
  • Smoking Prevention*
  • Tobacco Industry / organization & administration
  • United States