title: Exposure to Internet-Based Tobacco Advertising and Branding: Results From Population Surveys of Australian Youth 2010-2013.
abstract: Since legislation prohibiting tobacco advertising in traditional media, online communication platforms and social media have become one of the few avenues for the tobacco industry to promote its products to Australians. Little is currently known about the exposure of young people to these new media promotions.
  
  
  
  To measure exposure to Internet-based tobacco advertising and branding among Australian youth, identify common formats of branding encountered, and examine the association between exposure and smoking susceptibility.
  
  
  
  The Tobacco Promotion Impact Study is a repeat cross-sectional telephone survey of young people (12-24 years) in 2 Australian states, conducted yearly from 2010 to 2013 (total n=8820). The survey included questions about past-month exposure to Internet-based tobacco advertising and tobacco company branding. Changes in levels of exposure, characteristics of exposed youth, and the association between exposure and smoking susceptibility were explored.
  
  
  
  Past-month exposure to Internet-based tobacco advertising and branding among young people increased over the years of the survey (advertising: 21% in 2010 to 29% in 2013; branding: 20% in 2010 to 26% in 2013). The participants who were younger, female, from lower socioeconomic status, and never-smokers were more likely to report exposure. Facebook was the most commonly cited platform for encountering tobacco branding in 2013 (22% of all branding). Compared with young people interviewed in 2013, participants in 2010 were significantly less likely to report exposure to tobacco branding on social media (odds ratio [OR] 0.26, 95% CI 0.20-0.33, P<.001) or 2011 (OR 0.46, 95% CI 0.37-0.57, P<.001). Among never-smokers aged 12-17 years, exposure to online advertising and branding (OR 1.32, 95% CI 1.11-1.57, P=.002) or branding alone (OR 1.39, 95% CI 1.10-1.77, P=.007) were significant predictors of smoking susceptibility.
  
  
  
  Ensuring tobacco advertising bans are inclusive of Internet-based media is essential. Given the global nature of Internet-based content, cooperation among signatory nations to the World Health Organization Framework Convention Alliance on Tobacco Control will be necessary.
authors.affiliation: Division of Cancer Screening and Prevention, Cancer Institute New South Wales, Sydney, Australia. sally.dunlop@cancerinstitute.org.au.
authors.forename: Sally
authors.identifier: 0000-0002-2195-1003
authors.initials: S
authors.lastname: Dunlop
authors.forename: Becky
authors.identifier: 0000-0002-2082-9612
authors.initials: B
authors.lastname: Freeman
authors.forename: Donna
authors.identifier: 0000-0002-6067-8003
authors.initials: D
authors.lastname: Perez
mesh_terms: D000293:Adolescent; D000329:Advertising; D001315:Australia; D002648:Child; D003430:Cross-Sectional Studies; D005260:Female; D006801:Humans; D020407:Internet; D008297:Male; D008402:Mass Media; D012907:Smoking / Q000453:epidemiology*; D061108:Social Media; D011795:Surveys and Questionnaires; D019460:Tobacco Industry; D062789:Tobacco Products; D014944:World Health Organization; D055815:Young Adult
keywords: advertising; social media; tobacco; youth