Skip to main content
PMC home page
Tobacco Control logoLink to Tobacco Control
. 2005 Jun;14(3):186–192. doi: 10.1136/tc.2004.009712

How effective are tobacco industry bar and club marketing efforts in reaching young adults?

E Gilpin 1, V White 1, J Pierce 1
PMCID: PMC1748041  PMID: 15923469

Abstract

Objective: Recently, the tobacco industry has focused marketing efforts on young adults through bar and club promotions, such as advertising and distribution of free cigarettes in these settings. This study estimates the fraction of the California young adult population that might be exposed and potentially influenced by these efforts.

Design and participants: Data were from 9364 young adult (18–29 years) respondents to the cross sectional population based 2002 California Tobacco Survey. As background, we analysed social smoking (only smoke with other smokers), and enjoyment of smoking while drinking. Our main focus was on bar and club attendance, what was observed in bars and clubs, and how this might differ according to respondents' risk for future smoking.

Results: Social smokers comprised 30.0 (2.2)% of all current smokers, including experimenters. Nearly three quarters (74.5 (2.3)%) of current smokers/experimenters said they enjoyed smoking while drinking. About one third (33.8 (1.2)%) of all young adults said they attended bars and clubs at least sometimes; attendance was significantly higher among smokers and those at risk for future smoking. Close to 60% (57.9 (2.2)%) of bar and club attenders reported seeing cigarette advertising and promotions in these settings. Again, smokers and those at risk were more likely to report seeing such advertising and promotions in these settings.

Conclusions: About 20% of all young adults and about 30% of those at risk for future smoking (including current smokers) were exposed to tobacco advertising and promotions in bars and clubs. These California results may be conservative, but nonetheless indicate that the group potentially influenced is sizable.

Full Text

The Full Text of this article is available as a PDF (92.6 KB).

Selected References

These references are in PubMed. This may not be the complete list of references from this article.

  1. Bal D. G., Kizer K. W., Felten P. G., Mozar H. N., Niemeyer D. Reducing tobacco consumption in California. Development of a statewide anti-tobacco use campaign. JAMA. 1990 Sep 26;264(12):1570–1574. [PubMed] [Google Scholar]
  2. Bell R., Wechsler H., Johnston L. D. Correlates of college student marijuana use: results of a US National Survey. Addiction. 1997 May;92(5):571–581. [PubMed] [Google Scholar]
  3. Biener L., Nyman A. L., Kline R. L., Albers A. B. Adults only: the prevalence of tobacco promotions in bars and clubs in the Boston area. Tob Control. 2004 Dec;13(4):403–408. doi: 10.1136/tc.2004.007468. [DOI] [PMC free article] [PubMed] [Google Scholar]
  4. Biener L., Siegel M. Tobacco marketing and adolescent smoking: more support for a causal inference. Am J Public Health. 2000 Mar;90(3):407–411. doi: 10.2105/ajph.90.3.407. [DOI] [PMC free article] [PubMed] [Google Scholar]
  5. Biener Lois, Albers Alison B. Young adults: vulnerable new targets of tobacco marketing. Am J Public Health. 2004 Feb;94(2):326–330. doi: 10.2105/ajph.94.2.326. [DOI] [PMC free article] [PubMed] [Google Scholar]
  6. Califano J. A., Jr Substance abuse and addiction--the need to know. Am J Public Health. 1998 Jan;88(1):9–11. doi: 10.2105/ajph.88.1.9. [DOI] [PMC free article] [PubMed] [Google Scholar]
  7. Caraballo Ralph S., Giovino Gary A., Pechacek Terry F. Self-reported cigarette smoking vs. serum cotinine among U.S. adolescents. Nicotine Tob Res. 2004 Feb;6(1):19–25. doi: 10.1080/14622200310001656821. [DOI] [PubMed] [Google Scholar]
  8. Chapman S., Borland R., Scollo M., Brownson R. C., Dominello A., Woodward S. The impact of smoke-free workplaces on declining cigarette consumption in Australia and the United States. Am J Public Health. 1999 Jul;89(7):1018–1023. doi: 10.2105/ajph.89.7.1018. [DOI] [PMC free article] [PubMed] [Google Scholar]
  9. Choi W. S., Gilpin E. A., Farkas A. J., Pierce J. P. Determining the probability of future smoking among adolescents. Addiction. 2001 Feb;96(2):313–323. doi: 10.1046/j.1360-0443.2001.96231315.x. [DOI] [PubMed] [Google Scholar]
  10. DiFranza J. R., Richards J. W., Paulman P. M., Wolf-Gillespie N., Fletcher C., Jaffe R. D., Murray D. RJR Nabisco's cartoon camel promotes camel cigarettes to children. JAMA. 1991 Dec 11;266(22):3149–3153. [PubMed] [Google Scholar]
  11. Escobedo L. G., Peddicord J. P. Smoking prevalence in US birth cohorts: the influence of gender and education. Am J Public Health. 1996 Feb;86(2):231–236. doi: 10.2105/ajph.86.2.231. [DOI] [PMC free article] [PubMed] [Google Scholar]
  12. Everett S. A., Husten C. G., Kann L., Warren C. W., Sharp D., Crossett L. Smoking initiation and smoking patterns among US college students. J Am Coll Health. 1999 Sep;48(2):55–60. doi: 10.1080/07448489909595674. [DOI] [PubMed] [Google Scholar]
  13. Farkas A. J., Gilpin E. A., Distefan J. M., Pierce J. P. The effects of household and workplace smoking restrictions on quitting behaviours. Tob Control. 1999 Autumn;8(3):261–265. doi: 10.1136/tc.8.3.261. [DOI] [PMC free article] [PubMed] [Google Scholar]
  14. Farrelly M. C., Evans W. N., Sfekas A. E. The impact of workplace smoking bans: results from a national survey. Tob Control. 1999 Autumn;8(3):272–277. doi: 10.1136/tc.8.3.272. [DOI] [PMC free article] [PubMed] [Google Scholar]
  15. Fischer P. M., Schwartz M. P., Richards J. W., Jr, Goldstein A. O., Rojas T. H. Brand logo recognition by children aged 3 to 6 years. Mickey Mouse and Old Joe the Camel. JAMA. 1991 Dec 11;266(22):3145–3148. [PubMed] [Google Scholar]
  16. Gray N. L. The relationship of cigarette smoking and other substance use among college students. J Drug Educ. 1993;23(1):117–124. doi: 10.2190/7W66-52X5-LY0B-AE6R. [DOI] [PubMed] [Google Scholar]
  17. Hatziandreu E. J., Pierce J. P., Fiore M. C., Grise V., Novotny T. E., Davis R. M. The reliability of self-reported cigarette consumption in the United States. Am J Public Health. 1989 Aug;79(8):1020–1023. doi: 10.2105/ajph.79.8.1020. [DOI] [PMC free article] [PubMed] [Google Scholar]
  18. Heloma A., Jaakkola M. S., Kähkönen E., Reijula K. The short-term impact of national smoke-free workplace legislation on passive smoking and tobacco use. Am J Public Health. 2001 Sep;91(9):1416–1418. doi: 10.2105/ajph.91.9.1416. [DOI] [PMC free article] [PubMed] [Google Scholar]
  19. Jackson C. Cognitive susceptibility to smoking and initiation of smoking during childhood: a longitudinal study. Prev Med. 1998 Jan-Feb;27(1):129–134. doi: 10.1006/pmed.1997.0255. [DOI] [PubMed] [Google Scholar]
  20. Katz S. K., Lavack A. M. Tobacco related bar promotions: insights from tobacco industry documents. Tob Control. 2002 Mar;11 (Suppl 1):I92–101. doi: 10.1136/tc.11.suppl_1.i92. [DOI] [PMC free article] [PubMed] [Google Scholar]
  21. Lantz P. M. Smoking on the rise among young adults: implications for research and policy. Tob Control. 2003 Jun;12 (Suppl 1):i60–i70. doi: 10.1136/tc.12.suppl_1.i60. [DOI] [PMC free article] [PubMed] [Google Scholar]
  22. Ling Pamela M., Glantz Stanton A. Why and how the tobacco industry sells cigarettes to young adults: evidence from industry documents. Am J Public Health. 2002 Jun;92(6):908–916. doi: 10.2105/ajph.92.6.908. [DOI] [PMC free article] [PubMed] [Google Scholar]
  23. MacDonald T. K., Zanna M. P., Fong G. T. Decision making in altered states: effects of alcohol on attitudes toward drinking and driving. J Pers Soc Psychol. 1995 Jun;68(6):973–985. doi: 10.1037//0022-3514.68.6.973. [DOI] [PubMed] [Google Scholar]
  24. McIntyre K. O., Lichtenstein E., Mermelstein R. J. Self-efficacy and relapse in smoking cessation: a replication and extension. J Consult Clin Psychol. 1983 Aug;51(4):632–633. doi: 10.1037//0022-006x.51.4.632. [DOI] [PubMed] [Google Scholar]
  25. McKee Sherry A., Hinson Riley, Rounsaville Dan, Petrelli Paula. Survey of subjective effects of smoking while drinking among college students. Nicotine Tob Res. 2004 Feb;6(1):111–117. doi: 10.1080/14622200310001656939. [DOI] [PubMed] [Google Scholar]
  26. Moskal P. D., Dziuban C. D., West G. B. Examining the use of tobacco on college campuses. J Am Coll Health. 1999 May;47(6):260–265. doi: 10.1080/07448489909595657. [DOI] [PubMed] [Google Scholar]
  27. Philpot S. J., Ryan S. A., Torre L. E., Wilcox H. M., Jalleh G., Jamrozik K. Effect of smoke-free policies on the behaviour of social smokers. Tob Control. 1999 Autumn;8(3):278–281. doi: 10.1136/tc.8.3.278. [DOI] [PMC free article] [PubMed] [Google Scholar]
  28. Pierce J. P., Choi W. S., Gilpin E. A., Farkas A. J., Berry C. C. Tobacco industry promotion of cigarettes and adolescent smoking. JAMA. 1998 Feb 18;279(7):511–515. doi: 10.1001/jama.279.7.511. [DOI] [PubMed] [Google Scholar]
  29. Pierce J. P., Choi W. S., Gilpin E. A., Farkas A. J., Merritt R. K. Validation of susceptibility as a predictor of which adolescents take up smoking in the United States. Health Psychol. 1996 Sep;15(5):355–361. doi: 10.1037//0278-6133.15.5.355. [DOI] [PubMed] [Google Scholar]
  30. Pierce J. P., Gilpin E., Burns D. M., Whalen E., Rosbrook B., Shopland D., Johnson M. Does tobacco advertising target young people to start smoking? Evidence from California. JAMA. 1991 Dec 11;266(22):3154–3158. [PubMed] [Google Scholar]
  31. Rigotti N. A., Lee J. E., Wechsler H. US college students' use of tobacco products: results of a national survey. JAMA. 2000 Aug 9;284(6):699–705. doi: 10.1001/jama.284.6.699. [DOI] [PubMed] [Google Scholar]
  32. Rigotti Nancy A., Moran Susan E., Wechsler Henry. US college students' exposure to tobacco promotions: prevalence and association with tobacco use. Am J Public Health. 2005 Jan;95(1):138–144. doi: 10.2105/AJPH.2003.026054. [DOI] [PMC free article] [PubMed] [Google Scholar]
  33. Rose Jed E., Brauer Lisa H., Behm Frederique M., Cramblett Matthew, Calkins Kevin, Lawhon Dawn. Psychopharmacological interactions between nicotine and ethanol. Nicotine Tob Res. 2004 Feb;6(1):133–144. doi: 10.1080/14622200310001656957. [DOI] [PubMed] [Google Scholar]
  34. Sargent J. D., Dalton M., Beach M., Bernhardt A., Heatherton T., Stevens M. Effect of cigarette promotions on smoking uptake among adolescents. Prev Med. 2000 Apr;30(4):320–327. doi: 10.1006/pmed.1999.0629. [DOI] [PubMed] [Google Scholar]
  35. Schorling J. B., Gutgesell M., Klas P., Smith D., Keller A. Tobacco, alcohol and other drug use among college students. J Subst Abuse. 1994;6(1):105–115. doi: 10.1016/s0899-3289(94)90143-0. [DOI] [PubMed] [Google Scholar]
  36. Sepe Edward, Glantz Stanton A. Bar and club tobacco promotions in the alternative press: targeting young adults. Am J Public Health. 2002 Jan;92(1):75–78. doi: 10.2105/ajph.92.1.75. [DOI] [PMC free article] [PubMed] [Google Scholar]
  37. Trotter L., Wakefield M., Borland R. Socially cued smoking in bars, nightclubs, and gaming venues: a case for introducing smoke-free policies. Tob Control. 2002 Dec;11(4):300–304. doi: 10.1136/tc.11.4.300. [DOI] [PMC free article] [PubMed] [Google Scholar]
  38. Unger J. B., Johnson C. A., Stoddard J. L., Nezami E., Chou C. P. Identification of adolescents at risk for smoking initiation: validation of a measure of susceptibility. Addict Behav. 1997 Jan-Feb;22(1):81–91. doi: 10.1016/0306-4603(95)00107-7. [DOI] [PubMed] [Google Scholar]
  39. Wetter David W., Kenford Susan L., Welsch Samuel K., Smith Stevens S., Fouladi Rachel T., Fiore Michael C., Baker Timothy B. Prevalence and predictors of transitions in smoking behavior among college students. Health Psychol. 2004 Mar;23(2):168–177. doi: 10.1037/0278-6133.23.2.168. [DOI] [PubMed] [Google Scholar]

Articles from Tobacco Control are provided here courtesy of BMJ Publishing Group

RESOURCES