Teens’ Vulnerability to Tobacco Advertising

While teenage smoking rates have declined in recent years, the battle to educate teens about the risks of cigarette smoking continues. An estimated 60 percent of smokers start smoking by age 14, and 90 percent of smokers are addicted to nicotine by age 19, meaning that only one in ten smoking adults started smoking cigarettes after age 19. These statistics clearly show the risk that tobacco company advertising poses to teenagers.

The tobacco industry spends $13.1 billion dollars every year in advertising, or about $15 for every person in the United States. The three most advertised brands are Marlboro, Camel, and Newport, and these three brands are also by far the most popular with teenage smokers (81.3 percent of teens prefer one of these three brands, whereas only 54.1 percent of adult smokers prefer them).

Despite increased regulation of tobacco advertising, especially advertising targeting minors, tobacco advertising remains much more effective on kids than on adults. A recent survey revealed that kids under the age of 18 were twice as likely to recall tobacco ad campaigns. Another survey revealed that after Camel doubled its advertising spending from 1989 to 1993, its share in the youth market increased by 50 percent.

The Teen Smoking Prevention Campaign

Patrick Reynolds, the grandson of R.J. Reynolds, whose company still produces millions of cigarettes a year and runs the Camel brand, among others, is a leading spokesman in teen smoking prevention. He decided to launch his crusade after his father died of smoking-related complications. He now tours the country’s high schools speaking out against teen smoking.

His presentation is particularly effective with young people because it is personal and serious, but also irreverent and funny at times, with mock ads featuring Joe Camel in a hospital bed:

and showing a bunch of co-workers huddled outside their office building:

Patrick Reynolds’ work has been hailed by educators and teens alike as educational, entertaining, and effective.

If you are interested in getting Patrick Reynolds to speak in your community, first line up some local sponsors to help provide a venue and funds to pay for the event. The best organizations to contact are local hospitals, anti-tobacco groups, the local health department, and any nearby colleges. These organizations have funds available for public service. Emphasize the positive publicity a Patrick Reynolds talk brings in the local media. Once you have some interested parties, contact Lupe Lopez at (800) 741-7741 or lopez@anti-smoking.org to schedule a Patrick Reynolds talk in your community.

Advertising aside, the most influential people in a teenager’s life are his or her parents, and the most effective thing a parent can do to discourage their child from smoking is to lead by example. Studies have shown that children who grew up in households with at least one smoker were twice as likely to become smokers themselves. Talk to your teen and make sure they are aware of the risks of smoking. A lot of teen education campaigns focus on the negative hygiene effects of smoking (e.g. yellow teeth, bad breath, bad smelling clothes) since the health risks associated with smoking often seem like things that only happen to old people. Most importantly, do not make smoking seem taboo or forbidden, as this reinforces the “cool” image perpetrated by tobacco companies. Instead, focus on how unattractive smoking makes a person. In the long run, the most effective form of teen smoking prevention is parental involvement.