Exposure to tobacco marketing in bars predicts subsequent use of multiple tobacco products among non-tobacco-using college students

Abstract

BackgroundDue to other marketing restrictions, one venue where tobacco companies concentrate their marketing efforts to reach young adults is bars/nightclubs.ObjectiveThis study examined the relationship between exposure to tobacco marketing in bars/nightclubs and number of alternative tobacco/nicotine products used 6 months later among college students.MethodsParticipants were 1,406 students aged 18–29 years old who reported going to bars or nightclubs at least rarely (M age=21.95; 67% female; 46% non-Hispanic white). Students completed an online survey in fall 2014/spring 2015 (wave 1) and again 6 months later (wave 2). Multilevel Poisson regression models were used to assess the relationship between exposure to three types of marketing at bars/nightclubs at wave 1 (tobacco/nicotine product advertisements; free samples; industry representatives) and number of tobacco products used (range=0–5) at wave 2, controlling for school type (2 year vs 4 year), age, sex, race/ethnicity and frequency of bar visits. An interaction between the number of wave 1 products and each marketing variable was tested.ResultsGreater exposure to free samples and tobacco industry representatives at bars/nightclubs predicted a greater number of products used 6 months later, but only among wave 1 non-tobacco users and not among tobacco users. Exposure to advertisements at bars/nightclubs did not predict the number of products used 6 months later.ConclusionTobacco companies claim that marketing is targeted to those who already use the product, not to non-users. However, the current study indicates tobacco marketing in bars and nightclubs may encourage use among non-users and has no influence on current users.

Uncovering the advertising and promotional strategies of tobacco companies in Cambodia: recall of below-the-line marketing among young male smokers

“…They have also been used to encourage young people to engage with tobacco brands through free cigarettes, merchandise and competitions; create a social environment that promotes smoking trials and collect consumer data on patrons 18. Studies from high-income countries have shown that young people were exposed to individual sales promotions in bars and clubs,19 and that exposure to these promotions was associated with an increased risk of smoking uptake 20 21…”

Nativity Status and Poly Tobacco Use among Young Adults in the United States

“…Poly tobacco use can be influenced by several marketing techniques. Use of poly tobacco products has increased in recent years given the novelty of some of the products and marketing directed at young adults [24][25][26]. A study by Herrera et al [24], found that increased exposure to free samples and marketing from the tobacco industry at night clubs/bars increased the number of products used among non-tobacco users 6 months later.…”

“…Use of poly tobacco products has increased in recent years given the novelty of some of the products and marketing directed at young adults [24][25][26]. A study by Herrera et al [24], found that increased exposure to free samples and marketing from the tobacco industry at night clubs/bars increased the number of products used among non-tobacco users 6 months later. Another study found that advertising of any tobacco product on Reddit (social media site) increased the odds for e-cigarette use among young adults [25,27].…”

An evaluation of community pharmacists' perception of e-cigarette: An English cross-sectional survey with geospatial analysis.

“…(Esterberg and Compton, 2005;Ismailov and Leatherdale, 2010;Lucksted et al, 2000;Missen et al, 2013) These practices hinder NRT sale and by its virtue, tacitly promote e-cigarettes as they are placed on top of the counter. (Herrera et al, 2019) The overall range of prices for e-cigarettes was £19 (£10.99 to £29.99) vs £31.74 for NRT (£4.25 to £35.99) potentially make e-cigarettes more affordable, per-unit of equivalent bioavailable nicotine.…”