我国成年人烟草广告接触情况及影响因素分析

Tobacco advertisements exposure and related factors among adults in China

目的 了解我国成年人烟草广告接触的分布情况及影响因素。方法 利用2010年中国慢性病及危险因素监测数据,该监测采用多阶段分层整群随机抽样,在全国162个监测点开展,共调查98658名18岁及以上居民,通过面对面问卷收集烟草广告接触的相关信息。结果 销售卷烟的商店（16.00%）、电视（15.77%）和广告牌（9.20%）是我国成年人最主要3类烟草广告接触的途径。多因素分析结果显示,女性比男性（OR=0.864,95%CI：0.783～0.953）成年人通过销售卷烟的商店接触烟草广告少,与文化程度为不识字/少识字相比,小学（OR=1.306,95%CI：1.111～1.536）、初中（OR=1.444,95%CI：1.162～1.795）、高中（OR=1.928,95%CI：1.503～2.474）和大学及以上（OR=2.232,95%CI：1.617～3.080）的成年人接触多,吸烟者比非吸烟者接触多（OR=1.267,95%CI：1.094～1.469）。吸烟者（0.67±0.05）接触销烟草广告途径得分高于非吸烟者（0.53±0.04）（P〈0.05）。结论 烟草广告接触与烟草使用有关,销售卷烟的商店、电视和广告牌是我国成年人最主要3类烟草广告接触途径,应采取相应措施来控制。

Objective To investigate the exposure of tobacco advertisements and related factors among adults in China. Methods The data about tobacco advertisements were drawn from the National Chronic and Risk Factor Surveillance 2010. The surveillance was carried out by using multi-stage stratified cluster random sampling methods, and totally 98 658 a- dults aged 18 and above from 162 surveillance points were investigated with a face-to-face questionnaire. Results Point of sale （ 16. 00% ） , television （ 15.77% ） and billboard （9. 20% ） were the main three ways of tobacco advertisement expo- sure among adults in China. Multivariate analysis showed that female adults （ OR = 0. 864, 95% CI： 0. 783 - 0. 953 ） had less likelihood of tobacco advertisements exposure through point of sale. While compared to adults with illiterate/semiliterate education background, adults with elementary school （OR = 1. 306, 95% CI： 1. 111- 1. 536）, junior high school （OR = 1. 444, 95% CI： 1. 162 - 1. 795） , senior high school （ OR = 1. 928, 95% CI： 1. 503 - 2. 474） and graduate and above （ OR = 2. 232, 95% CI： 1. 617 - 3. 080） had more likelihood of tobacco advertisement exposure. And adults smokers （ OR = 1. 267, 95% CI： 1. 094- 1. 469） had more likelihood of tobacco advertisements exposure through point of salethan non- smokers （ P 〈0. 05 ）. Smokers （0. 67 ± 0. 05 ） got higher scored than non-smokers in ways of tobacco advertisements expo- sure （0. 53 ± 0.04） （ P 〈 0. 05 ）. Conclusion Exposure to tobacco advertisements was related to tobacco use. The main three ways of tobacco advertisements exposure among adults in China were point-of-sale, television and billboard, thus relat- ed strategies and measurements should be taken to cope with the exposure.