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UGA study: Youth exposed to smokeless tobacco ads despite settlement
Date:10/4/2007

rtising in magazines (66 and 64 percent, respectively). The study found that smokeless tobacco advertising in magazines actually increased in the first year after the STMSA went into effect, reaching 83 percent of adolescents. Exposure dropped sharply to 57 percent in 2000, but rates steadily increased in later years.

Despite the fact that we have the Smokeless Tobacco Master Settlement Agreement in place, these messages are still getting to a substantial number of youth, said lead author Morrison, associate professor in the School of Advertising and Public Relations at the University of Tennessee-Knoxville. Our study is one of the first to actually look at this topic and provides a baseline for assessing youth exposure levels and monitoring the smokeless tobacco industry.

Krugman said smokeless tobacco manufacturers have largely avoided scrutiny, most likely because the research and policy emphasis has been on the consequences of cigarette smoking, which involves much higher levels of marketing and enormous health consequences. But he points out that research studies show that smokeless tobacco is not a safe alternative to cigarettes and can cause cancers of the mouth and throat and other negative health consequences. A 2005 study by the Centers for Disease Control and Prevention found that eight percent of high school students had used smokeless tobacco in the last month.

From a public policy perspective, this is flying under the radar, Krugman said. Researchers and policymakers who are concerned about youth tobacco use should not stop at cigarettes.

Krugman has served as an expert witness to U.S. Department of Justice and the attorney general of several states regarding adolescents and cigarette advertising. He said he is especially concerned about the test marketing of Marlboro and Camel branded smokeless products, which he said will have an instant appeal to youth.

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Contact: Sam Fahmy
sfahmy@uga.edu
706-542-5361
University of Georgia
Source:Eurekalert

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