title: Youth tobacco prevention mass media campaigns: past, present, and future directions.
abstract: 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.
authors.affiliation: Tobacco Use Research Program, Health, Social and Economics Research, Research Triangle Institute, PO Box 12194, Research Triangle Park, NC 27709, USA. mcf@rti.org
authors.forename: M C
authors.initials: MC
authors.lastname: Farrelly
authors.forename: J
authors.initials: J
authors.lastname: Niederdeppe
authors.forename: J
authors.initials: J
authors.lastname: Yarsevich
mesh_terms: D000293:Adolescent; D002648:Child; D006266:Health Education / Q000379:methods; D006801:Humans; D040541:Marketing / Q000379:methods / Q000639:trends; D008402:Mass Media; D012380:Role; D016540:Smoking Cessation / Q000379:methods*; D000074606:Smoking Prevention; D019460:Tobacco Industry / Q000458:organization & administration; D014481:United States