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Cigarette Ads Do Spur Teens to Light Up, Study Finds
Date:1/17/2011

By Ellin Holohan
HealthDay Reporter

MONDAY, Jan. 17 (HealthDay News) -- Tobacco advertisements really do prompt teenagers to smoke, say the authors of a new study that calls for a ban on cigarette ads.

In research involving more than 2,100 public school students in Germany, 277 young people who had never smoked before took up the habit after viewing tobacco advertising. Those who saw the most ads were 46 percent more likely to try cigarettes than those who saw no tobacco ads, the study found.

This "just adds weight to the idea of having the [U.S. Food and Drug Administration] be able to control tobacco marketing," said study co-author Dr. James D. Sargent, a professor of pediatrics and family and community medicine at Dartmouth Medical Center in New Hampshire.

Sargent, who has done extensive research on the influence of media on teen behaviors, worked with German researchers to produce the study, published online Jan. 17 in advance of print publication in the February issue of Pediatrics.

"There is a mental model for how advertising works," said Sargent. After viewing an ad, teens "start having favorable thoughts about smoking: 'it might be fun, it might make me more socially accepted.' This preceded any intent to smoke on their part."

Eventually a teen who has seen tobacco ads thinks about trying smoking, and soon after that "they try it," said Sargent.

Students involved in the study ranged from 10 to 17 years old, with an average age of 12.5 years, when the study began. They were shown 12 ads with branding removed -- six for cigarettes and six for other products, including candy, cars and cell phones. They were asked to identify the product advertised and recall the brand if they could.

After nine months, 13 percent of the students who had seen tobacco ads began smoking, showing a strong connection between the behavior and tobacco advertising, said Sargent. And the more ads the
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