Summary: | Introduction
Engagement with online tobacco marketing among US adolescents
increased from nearly 9% (2013–2014) to 21% (2014–2015). Such engagement
increases the risk of tobacco use initiation. Despite the increase in the prevalence
of and risks associated with engagement, the reasons why adolescents and young
adults engage are not known.
Methods
A sample of 2619 adolescents (13–17 years) and 2625 young adults
(18–24 years) living in the US participated in an online survey in July–August
2017. Engagement with online tobacco marketing was assessed through five
forms of engagement (e.g. watched a video online promoting tobacco products).
Reasons for engagement were assessed through an open-ended survey question.
Prevalence of reasons for engagement was calculated overall, by tobacco use
status, and by age group (adolescents and young adults). Multivariable logistic
regression models were fit with engagement as the outcome (overall and specific
reasons) and sociodemographics (including age, gender, and race/ethnicity) and
tobacco use status (non-susceptible and susceptible never tobacco users; ever,
but not past 30-day tobacco users; and past 30-day tobacco users) as covariates.
Results
Across all tobacco use statuses, the leading reasons for engagement
were curiosity or desire for general knowledge about tobacco products (3.9%);
incidental, unintended or forced exposure to tobacco ad (3.8%); and seeking
discounts, coupons, incentives, or contests (2.9%). Susceptible never tobacco users
were more likely to engage because of curiosity or general knowledge than nonsusceptible
never tobacco users (adjusted odds ratio, AOR=6.81; p<0.01). Past
30-day tobacco users were more likely to engage because of discounts, coupons,
incentives, or contests and product appeal than ever, but not past 30-day tobacco
users (AOR=7.10; p<0.01).
Conclusions
Stricter state and federal regulation of tobacco marketing, specifically
tobacco ads and coupons, and stronger self-regulation by social networking sites
could reduce youth engagement with online tobacco marketing.
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