Tobacco marketing and susceptibility to smoking: cross-sectional survey of Polish children.

Abstract

Susceptibility to smoking has been identified as predictor of smoking onset in adolescence. Aim of the study was to investigate whether receptivity to tobacco marketing, for which a link to adolescent smoking already could be shownin the past, was also associated with susceptibility to smoking. A cross-sectional survey of 1,478 Polish students who reported having never smoked wasconducted. Mean age was 10.1 years and about 53.3% were female. Overall, 84 (5.7%) students were classifiedas susceptible to smoking, and 33 (2.3%) were considered as receptiveto tobacco marketing, operationalised by asking students to name a brand of their favourite cigarette advertisement. Crude logistic regression analyses as well as logistic regression analyses adjusting for socio-demographic characteristics, personality characteristics, factors of social influence and smoking-related cognitions revealed a positive association between receptivity to tobacco marketing and susceptibility to smoking (adjusted odds ratio=3.49 [95% confidence interval: 1.28-9.46], p=0.014). In conclusion, this study revealed that receptivityto tobacco marketing increases susceptibility to smoking. Results providesupport for the almost comprehensive ban of tobacco marketing as existing in Poland and recommend its further expansion towards a total ban including e.g. ban of promotion at point of sale.