Table 4. Comparison of awareness of tobacco marketing activities, by country.
| China (%) (n = 4763) | Thailand (%) (n = 2000) | Australia (%) (n = 1766) | USA (%) (n = 1779) | |
| Salience: noticed things that encourage smoking in last 6 months (At least once in a while)‡ | 40.3 | 20.2 | 18.9 | 35.5 |
| Adjusted OR (95% CI) | Ref | 0.33 (0.29 to 0.38)*** | 0.33 (0.28 to 0.39)*** | 0.74 (0.65 to 0.85)*** |
| Noticed tobacco advertisements in any of the five media¶ | 58.9 | 14.5 | 40.2 | 89.6 |
| Adjusted OR (95% CI) | Ref | 0.11 (0.09 to 0.13)*** | 0.49 (0.43 to 0.56)*** | 6.73 (5.57 to 8.13)*** |
| Mean (SEM) number of venues noticed tobacco adverts§ | 1.34 (0.02) | 0.22 (0.02) | 0.60 (0.02) | 1.90 (0.03) |
| Noticed tobacco advertisements in stores (yes) | 29.2 | 3.6 | 33.0 | 84.9 |
| Adjusted OR (95% CI) | Ref | 0.09 (0.07 to 0.11)*** | 1.18(1.02 to 1.37)* | 15.07 (12.69 to 17.90)*** |
| Noticed sports event sponsorship (yes) | 26.0 | 3.5 | 21.6 | 22.1 |
| Adjusted OR (95% CI) | Ref | 0.13 (0.09 to 0.16)*** | 1.09 (0.93 to 1.28) | 1.11(0.96 to 1.29) |
| Noticed arts event sponsorship (yes) | 8.4 | 0.4 | 1.9 | 9.3 |
| Adjusted OR (95% CI) | Ref | 0.04 (0.02 to 0.09)*** | 0.26(0.18 to 0.38)*** | 1.30(1.04 to 1.64)* |
| Noticed any type of sponsorship | 27.9 | 3.7 | 22.1 | 26.6 |
| Adjusted OR (95% CI) | Ref | 0.12 (0.09 to 0.15)*** | 1.01(0.86 to 1.18) | 1.27 (1.10 to 1.48)** |
| Noticed special price offers for cigarettes (yes) | 12.9 | 2.5 | 23.0 | 71.4 |
| Adjusted OR (95% CI) | Ref | 0.17 (0.12 to 0.22)*** | 1.74 (1.47 to 2.07)*** | 15.61 (13.35 to 18.27)*** |
| Noticed any other form of promotion†† (excluding special price offers) | 36.6 | 9.5 | 31.0 | 82.0 |
| Adjusted OR (95% CI) | Ref | 0.18 (0.15 to 0.21)*** | 0.74 (0.64 to 0.86)*** | 8.67 (7.38 to 10.19)*** |
| Total noticing tobacco marketing in any channel | 73.4 | 22.4 | 60.3 | 95.3 |
| Adjusted OR (95% CI) | Ref | 0.10 (0.09 to 0.12)*** | 0.63 (0.54 to 0.73)*** | 9.32 (7.19 to 12.07)*** |
| Mean (SEM) overall number of channels of tobacco marketing§ | 2.38 (0.03) | 0.38 (0.02) | 1.22 (0.04) | 3.92 (0.05) |
All odds ratios (ORs) are adjusted for age, sex, education and income.
*Significant at p<0.05; **significant at p<0.01; ***significant at p<0.001; ‡this includes “very often”, “often” and “sometimes/once in a while”; ¶these five media were television, radio, posters/billboards, newspaper/magazines and stores (posters/billboards was a composite variable in Australia and the US); §significant country difference at p<0.001 based on Kruskal–Wallis Test; ††these forms include free samples of cigarettes, gifts/discounts on other products, clothing with cigarettes brand name and competitions linked to cigarettes.
Ref, reference value.