Analysis of Smoking by South Korean Middle School Students: Shifting Preferences in Brand Choice and Rising Popularity of Marlboro Cigarettes

Abstract

South Korean Global Youth Tobacco Surveys (GYTS) conducted in 2005 and 2008 were analyzed to determine changes in smoking behavior, cigarette brand choices, perceptions of smoking, and exposure to cigarette promotion/marketing and anti-smoking media messages. Results showed an increase in smoking prevalence, media exposure to cigarette advertising, and the offering of free cigarettes from cigarette company representatives, and a decrease in seeing anti-smoking messages and the perception that quitting smoking is difficult. There was a dramatic rise in the popularity of Marlboro as a brand choice among youth smokers in 2005 (9.1%) to 2008 (49.9%). These unfavorable trends suggest a pervasive tobacco industry influence among South Korean youth. Despite the regulations on advertising in South Korea that have been enacted and other anti-smoking policies which have been implemented, it appears that Philip Morris is particularly adept at circumventing advertising and market restrictions while effectively promoting Marlboro brand identity in youth.