Figure 2. Associations with cigarette smoking susceptibility among Filipino and Indonesian adolescents

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Marela Kay Minosa, MSPH; Lisa Lagasse, PhD; Meghan Moran, PhD; Joanna Cohen, PhD

• The tobacco industry regularly targets advertising appeals to new markets, such as women and youth

• In 2008, Philip Morris International’s brand Marlboroemployed their global rebranding marketing campaign, Architecture 2.0, in Southeast Asia

• OBJECTIVE: To explore the relationship between self-reported exposure to Marlboro advertising and youth smoking susceptibility, in the Philippines and Indonesia

Background

• A secondary analysis was conducted on two cross-sectional samples of non-smoking Filipino and Indonesian adolescents, residing in Metro Manila (May-June 2016) and Jakarta (July 2017)

• An index of self-reported exposure to Marlboro advertising was created by summing six items asking whether youth saw/heard Marlboro ads via six marketing mediums recently (see Figure 1)

• Youth were identified as susceptible to smoking cigarettes if they responded anything other than “definitely not” to smoking either a cigarette in the next year, or an offered cigarette from a best friend

• Multivariable logistic regression was used to assess the association between self-reported exposure to Marlboro advertising and youth smoking susceptibility

Methods

Results

• Greater self-reported exposure to Marlboro advertising was not found to be associated with smoking susceptibility among youth in either group

• Compared to male youth, female youth had a greater odds of susceptibility in Jakarta, but not in Manila

• Across countries, never-smokers had significantly greater odds of youth susceptibility to smoking as compared to former smokers

Conclusions

• Never-smokers and Indonesian female youth were significantly more susceptible to youth smoking

• Limitation: Self-reported number of outlets of exposure might not necessarily be the best measure of amount and/or frequency of exposure

• More longitudinal studies are needed to better monitor changes in progression along the use continuum due to marketing

www.globaltobaccocontrol.org

Acknowledgements: This work was supported with funding from Bloomberg Philanthropies’ Bloomberg Initiative to Reduce Tobacco Use (Bloomberg.org)

Self-Reported Exposure to Marlboro Advertising and Smoking Susceptibility Among Southeast Asian Adolescents

Figure 1. Percent of non-smoking adolescents who self-reported exposure to Marlboro advertising by marketing medium

49%

29%

11%

9%

51%

72%

68%

47%

42%

26%

83%

68%

0% 20% 40% 60% 80% 100%

Billboard

Internet

Newspaper

Radio

Store

TV

Filipino (n=505) Indonesian (n=674)