Young adults: vulnerable new targets of tobacco marketing.
OBJECTIVE
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.
Biener
Lois
L
Center for Survey Research, University of Massachusetts, Boston, 02125, USA. lois.biener@umb.edu
Albers
Alison B
AB
D000328:Adult; D001294:Attitude to Health; D018450:Disease Progression; D005191:Family Characteristics; D006306:Health Surveys; D006801:Humans; D007899:Leisure Activities / Q000145:classification / Q000523:psychology; D040541:Marketing / Q000639:trends*; D008404:Massachusetts / Q000453:epidemiology; D010565:Persuasive Communication; D011593:Psychology, Social; D012907:Smoking / Q000453:epidemiology* / Q000523:psychology* / Q000639:trends; D012944:Social Support; D013689:Telephone; D019460:Tobacco Industry / Q000639:trends*