四城市成人及青少年对间接烟草广告的认知

Recognition on implicit tobacco advertising among adults and adolescents in four cities in China

目的了解我国4城市成人及青少年认识和理解间接烟草广告的比例,从而推断间接烟草广告对人群的作用。方法采用问卷调查的方式,提供包括3幅间接烟草广告在内的8幅广告图片让人群辨别其中的烟草广告。在北京、上海、武汉和昆明4个城市分别选择人口较集中的社区或广场,采用拦截的方式,各调查200名成年居民;各城市选择小学、初中、高中、职高和大学各2所学校,每个城市各调查1000名青少年。结果4城市共调查成人834名,青少年4036名。50%以上的成人和超过1/3的青少年认为间接的白沙广告和中华广告是烟草广告,80%以上的成年人和70%以上的青少年认为红塔山登山广告是烟草广告。结论间接烟草广告在一定程度上起到了烟草广告的作用,国家应当修改现有的烟草管理办法,全面禁止直接和间接烟草广告及相关活动。

Objective To understand the situation of the recognition on implicit tobacco advertising among adults and adolescents in four cities in order to explore the effects of implicit tobacco advertising. Methods Self-administrated questionnaire was used. Participants were asked to discriminate three implicit tobacco advertisements from eight advertisement pictures. Main communities and squares were selected from four cities of Beijing, Shanghai, Wuhan and Kunming. Intercept survey was used to interview 200 adult citizens for each city. Two primary schools, two junior middle schools, two senior middle schools, two technological schools and two universities were selected respectively from the four cities. School based survey was used to interview 1000 adolescents for each city. Results 834 adults and 4036 teenagers were inter- viewed in the four cities. More than half of adults and one third of adolescents believed that Baisha and Zhonghua were to-bacco advertisements. More than 80% of adults and 70% of adolescnets believed that Hongtashan was a tobacco advertisement. Conclusion Implicit tobacco advertising has the same effects as tobacco advertising to some extent. The current measures regarding tobacco control should be revised and both explicit and implicit tobacco advertising and relevant campaigns should be comprehensively banned.