The social context of under-age smoking: a qualitative study of cigarette brand preference

Abstract

Survey data from 758 Dundee schoolchildren in 1994 were collected and revealed a majority preference for one brand of cigarettes (Embassy Regal), the reasons for which were explored in subsequent discussion groups in 1995. This paper considers the likely factors contributing to the dominance of one brand, especially that of advertising, given the 1993 withdrawal of the Embassy Regal 'Reg' campaign on the basis that it was particularly likely to be attractive to children. The study found that a positive association with the Embassy Regal brand had been achieved with this sample of 11-15-year-olds and this association was reinforced and sustained through the social interactions of the young smokers.