Abstract
Evidence shows that tobacco advertising and promotion activities may increase tobacco consumption and usage, especially in youth. Despite the regulation on prohibiting advertisement of any tobacco product, tobacco advertisement and promotion activities are still common in Vietnam. This article presents current exposure to tobacco advertising and promotion (TAP) among school children aged 13 to 15 years in Vietnam in 2014 and potential influencing factors. Data from the Global Youth Tobacco Survey 2014 in Vietnam covering 3,430 school aged children were used. Both descriptive and analytical statistics were carried out with Stata 13 statistical software. Binary logistic regression was applied to explain the exposure to TAP among youth and examine relationships with individual factors. A significance level of p<0.05 and sampling weights were used in all of the computations. In the past 30 days, 48.6% of the students experienced exposure to at least 1 type of tobacco advertising or promotion. Wearing or otherwise using products related to tobacco was the most exposure TAP type reported by students (22.3%). The internet (22.1), points of sales (19.2) and social events (11.5) were three places that students aged 13-15 frequently were exposed to TAP. Binary logistic results showed that gender (female vs male) (OR = 0.61, 95%CI: 0.52 - 0.71), susceptibility to smoking (OR = 2.12, 95%CI: 1.53 - 2.92), closest friends' smoked (OR = 1.43, 95%CI: 1.2 - 1.7) and parents smoking status (OR = 2.83, 95%CI: 1.6 - 5.01) were significantly associated with TAP exposure among school-aged children. The research findings should contribute to effective implementation of measures for preventing and controlling tobacco use among students aged 13-15 in Viet Nam.
Highlights
Tobacco advertising, promotion and sponsorship activities increase tobacco consumption and usage, especially engaging the youth familiar with tobacco
Binary logistic results showed that gender (OR = 0.61, 95%confidence interval (CI): 0.52 - 0.71), susceptibility to smoking (OR = 2.12, 95%CI: 1.53 - 2.92), closest friends’ smoked (OR = 1.43, 95%CI: 1.2 - 1.7) and parents smoking status (OR = 2.83, 95%CI: 1.6 5.01) were significantly associated with tobacco advertising and promotion (TAP) exposure among school-aged children
Regarding to types of TAP exposure, the findings from this study showed that except the increase from 12% to 22.3% in exposure to products that had tobacco brand name or logo printed, a downward trend was presented in all other kind of TAP exposure comparing with the TAP figure showed in 2007
Summary
Promotion and sponsorship activities increase tobacco consumption and usage, especially engaging the youth familiar with tobacco. The weight of evidence from cross-sectional, longitudinal, and experimental studies indicates a causal relationship between exposure to tobacco advertising and promotion (TAP) and youth smoking initiation (National Cancer Institute, 2008; Shah et al, 2008; Anderson et al, 2009; Sargent and Hanewinkel, 2009; Arora et al, 2012; Patel et al, 2012). Longitudinal studies consistently suggested that exposure to tobacco advertising and promotion was associated with the likelihood that adolescents will start to smoke (Lovato, 2011). Tobacco advertisement or promotion were most frequently seen on TV (21.3%) among students, followed by outdoor billboard (20.1%), at the stands for sale (17.5%), and Internet (15.6%). Asian Pacific Journal of Cancer Prevention, Vol 17 Tobacco Prevention and Control in Vietnam Suppl, 2016 49
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