Tobacco use remains the leading cause of preventable death in the United States, disproportionately affecting certain sociodemographic groups. Vulnerable populations, such as those with lower income or education levels, often face targeted advertising from tobacco companies, further deepening health disparities. While public health initiatives and anti-tobacco advertisements have been implemented to counteract these efforts, there is still a lack of comprehensive research on how exposure to such advertisements varies across different sociodemographic groups. This study aims to analyze disparities in exposure to pro-tobacco and anti-tobacco advertisements to address these gaps and provide a foundation for designing more effective public health strategies to reduce inequities and promote tobacco cessation.
This study utilized data from the 2022 Health Information National Trends Survey (HINTS), which included 6,252 participants. Data were collected through online and printed questionnaires, asking about exposure to tobacco advertisements and anti-smoking messages over the past three months, as well as the mediums of exposure (e.g., retail stores, TV, online platforms). The data were analyzed using binary logistic regression to examine the relationship between exposure and demographic factors.
The study revealed disparities in exposure to pro-tobacco and anti-tobacco advertisements across different sociodemographic groups and media channels. Approximately 48.14% of respondents reported exposure to pro-tobacco advertisements, primarily encountered in retail stores (32.34%). In contrast, 61.28% reported exposure to anti-tobacco advertisements, most frequently through radio and television (51.28%). Pro-tobacco advertisements were more commonly encountered by men, younger adults, and current smokers, while anti-tobacco advertisements were prevalent among younger adults, individuals with lower income and education levels, and current smokers. The analysis further highlighted that Black and Hispanic populations faced disproportionately high exposure to both pro-tobacco and anti-tobacco advertisements. Despite these exposure patterns, the direct impact of these advertisements on smoking cessation behaviors remains unclear. These findings emphasize the importance of tailoring public health campaigns to align with the unique media consumption patterns and cultural contexts of diverse populations.
Takeaway: Tailored tobacco interventions are essential to address disparities in exposure to tobacco-related advertisements and to effectively target high-exposure groups, including younger adults, racial minorities, and current smokers.