Sexual and gender minority populations (LGBTQ) exhibit significantly higher tobacco use rates (27.4%) compared to heterosexual populations (18.4%). Existing research has identified targeted tobacco marketing as a significant risk factor underlying this disparity, with evidence suggesting that sexual minorities are disproportionately exposed to tobacco marketing via mainstream channels such as newspapers, television, and the internet. However, there remains a limited understanding of the extent to which LGBTQ individuals are currently targeted through both traditional channels (e.g., retail stores, nightclubs) and newer channels (e.g., social media, dating applications). To address this gap, the current study aims to assess tobacco marketing exposure in general venues (e.g., newspapers, social media) based on sexual and gender identity, measures the prevalence of targeted marketing in LGBTQ-specific venues, and examines how such exposure in LGBTQ venues influences tobacco use among sexual and gender minority individuals.
The study utilized a nationwide online survey conducted in July and August 2023, targeting U.S. young adults aged 18–30 years (N=1,378), with 49.5% identifying as sexual and gender minority individuals. Data included demographic characteristics, tobacco use behaviors, and exposure to marketing in both general venues, such as newspapers, magazines, and TV, as well as LGBTQ-specific venues, such as bars, events, and media platforms. Logistic regression models were used to examine associations between marketing exposure and tobacco use, with adjustments for demographic variables, alcohol use, and cannabis use.
According to the findings, sexual and gender minority young adults reported higher exposure in physical stores and dating apps, with their overall exposure rate also exceeding that of heterosexual young adults (94% vs. 91%). Additionally, 30% of sexual and gender minority young adults reported exposure to LGBTQ-targeted tobacco marketing, with the most frequently mentioned venues being LGBTQ websites (15%), themed streaming services (14%), social media or apps (12%), nightclubs and bars (11%), and events such as Pride festivals (9%). Furthermore, exposure to tobacco marketing in LGBTQ-related stores, newspapers, magazines, and events was significantly associated with current tobacco use among sexual minority young adults, with the likelihood of tobacco use increasing as the number of LGBTQ-specific venues with marketing exposure grew. These findings highlight the high levels of tobacco marketing exposure among sexual and gender minority young adults and its significant impact on tobacco use, emphasizing the need for regulatory measures targeting LGBTQ-specific venues.
Takeaway: Sexual and gender minority young adults experience high levels of tobacco marketing exposure in physical stores, social media, and LGBTQ events, which significantly influences tobacco use behaviors, underscoring the need for appropriate regulatory measures to address such marketing practices.