中国三城市青少年烟草广告暴露研究

Tobacco Advertisement Exposure of Adolescent among Three Cities in China

目的了解杭州、太原和贵阳三个城市青少年对间接烟草广告的认知,接触烟草广告、促销和赞助的现状及其与开始吸烟之间的关系。方法本调查为横断面调查,采用分层整群抽样的方法在太原、杭州和贵阳三个城市中选取初中、高中和职业中学的在校学生作为调查对象。于2009年11—12月,采用学生自填问卷的形式,最终回收有效问卷11 171份。调查内容包括个人基本情况、对间接烟草广告的认知情况、烟草广告、促销和赞助的暴露情况、烟草使用的知识、态度和行为,以及二手烟暴露的情况等。结果 91.3%的调查对象至少能识别一种间接烟草广告;过去30 d,88.9%的调查对象看到了烟草广告、促销或赞助;男生为88.6%,女生为89.2%。51.1%的调查对象报告在我国法律已经完全禁止进行烟草广告的媒体上看到或听到了烟草广告。销售卷烟的商店是青少年最常见到烟草广告的地方(71.4%),其次是户外广告牌(47.3%)和电视(46.1%),互联网位居第四(34.8%)。各种促销形式中以分支销售最常见(22.6%)。另外,对烟草广告促销活动的接受程度与开始吸烟之间存在正相关关系(rs=0.139,P<0.01)。结论青少年对烟草广告、促销和赞助更为敏感。对烟草广告促销的接受程度越高,开始吸烟的可能性越大。建议尽快全面禁止烟草广告、促销和赞助,保护青少年远离烟草危害。

Objective To explore the adolescent＇s perceive of indirect tobacco advertisemen4 exposure of tobacco advertisement, promotion and sponsorship, and the relationship between receptivity of tobacco marketing activities and the onset of smoking. Methods This was a cross-sectional survey. Students of secondary school high school and vocational and technical schools were chosen by the stratified cluster sampling method. A self-administered questionnaire survey was used, which included the information of respondents＇ background characteristics, exposure to tobacco advertisement, promotion and sponsorship, recognition of the indirect tobacco advertisement, tobacco use, knowledge, attitude and perceptions towards tobacco use, and secondhand smoke exposure. Totally, 11 171 valid questionnaires were obtained. Results 91.3% of respondents recognized at least one indirect tobacco advertisement. During the previous 30 days, 88.9% of respondents noticed tobacco advertisemen4 promotion or sponsorship through the media or public places. The rate among boys and girls were 88.6% and 89.2% respectively. 51.1% of respondents reported seeing tobacco advertisement through the media, where tobacco advertisements were banned by Chinese law. The most common place for adolescents to notice tobacco advertisement was the store where cigarettes were sold, followed by billboard （47.3%）, television （46.1%） and internet （34.8%）. Single cigarette sale was most common promotion activity （22.6%）. There was a positive relationship between receptivity of tobacco marketing and starting smoking （rs=0.139, P〈0.01）. Conclusion Adolescents are much more sensitive than adults for the tobacco advertisemen4 promotion and sponsorship. Receptivity of tobacco marketing is related to the onset of smoking. Banning tobacco advertisement, promotion and sponsorship as soon as possible to protect adolescents from smoking are suggested.