[Tobacco advertising and promotions: changes in reported exposure in a cohort of Mexican smokers]

Salud Publica Mex. 2012 Jun;54(3):204-12. doi: 10.1590/s0036-36342012000300002.
[Article in Spanish]

Abstract

Objective: To determine in a population-based sample of smokers the level exposure to tobacco industry marketing through different channels before and after their restriction through the General Tobacco Control Law of 2008.

Materials and methods: Data were analyzed from a cohort of adult smokers from four Mexican cities who were surveyed in 2007 and 2008. GEE models were estimated for each indicator of advertising and promotion exposure.

Results: Increases were found in report of receiving free samples of tobacco (3.7-8.1%), branded clothing (3.6-6.4%), noticing tobacco industry sponsored events (1.9-4.7%) and noticing ads in bars (21.4-28%). Noticing outdoor advertising decreased over this time (54.7 a 47.2%).

Conclusions: Our findings confirm tobacco industry shifting of marketing efforts when advertising and promotion bans are not comprehensive. There is a need to monitor compliance with marketing bans while working to make them comprehensive.

Objetivo: Determinar en población fumadora el nivel de exposición a la mercadotecnia por parte de la Industria Tabacalera (IT), a través de diferentes métodos de promocionar sus productos de tabaco, antes y durante la publicación de la Ley General para el Control del Tabaco (LGCT) en 2008.

Material y métodos: Estudio de cohorte en fumadores adultos (n=941 pre-LGCT y n=1051 post-LGCT) de cuatro ciudades mexicanas. Se realizaron análisis multivariados mediante modelos de ecuaciones de estimación generalizada (GEE).

Resultados: Se incremento el autoreporte de recepción de muestras gratis de cigarros (3.7% a 8.1%), ropa o artículos con marcas o logos (3.6% a 6.4%), haber visto información sobre eventos especiales (1.9% a 4.7%), y bares, antros y discos para mayores de edad (21.4% a 28%). Se observaron decrementos de publicidad en exteriores (54.7% a 47.2%).

Conclusión: Es necesaria una política integral con prohibiciones totales de la publicidad y promoción de los productos de tabaco que integre mayor vigilancia y sanciones para lograr la disminución y prevención del consumo de tabaco.

Publication types

  • Research Support, N.I.H., Extramural
  • Research Support, Non-U.S. Gov't

MeSH terms

  • Advertising / economics
  • Advertising / statistics & numerical data*
  • Advertising / trends
  • Cohort Studies
  • Data Collection
  • Financing, Organized
  • Health Promotion
  • Humans
  • Mexico
  • Persuasive Communication
  • Public Policy
  • Smoking / psychology*
  • Socioeconomic Factors
  • Tobacco Industry* / economics
  • Urban Population