ARE ADOLESCENTS RECEPTIVE TO CURRENT SALES PROMOTION PRACTICES OF THETOBACCO INDUSTRY

Background. The tobacco industry increased the portion of its marketin g budget for sales promotion to $2.5 billion in 1993. Although it clai ms not to target those under age 18 years, it is important to determin e the extent to which adolescents are affected as participation may le ad to smoking initiation. Methods, California population surveys, cond ucted in 1993 among youth ages 12-17 years (N = 5,531) and in 1994 amo ng both youth (N = 1,735) and adults (N = 4,170), asked questions rega rding possession and willingness to use promotional items. Results. In 1994, young adults (18-24 years) were the most Likely to possess a pr omotional item (27.5 +/- 4.1, +/- 95% confidence limit). However, will ingness to use an item was highest among those ages 15-17 years (35.4 +/- 3.4%) and was also high among those ages 12-14 years (24.4 +/- 2.7 %). Among youth, ownership or willingness to use promotional items was more likely for boys, whites, those reporting below average school pe rformance, and those smoking or susceptible to smoking. Youth ownershi p of promotional items increased from 1993 to 1994, as did the frequen cy of their obtaining items from coupons. Conclusions. Promotional mar keting undertaken by the tobacco industry was effective in capturing t he interest of adolescents, although actual acquisition was highest am ong young adults. The rapidly increasing interest in tobacco promotion al items from 1993 to 1994 may soon translate into increased adolescen t smoking rates. (C) 1997 Academic Press.