Tobacco Companies Continue To Target The Youth
With novel marketing and flavors to appeal to first-time smokers, Big Tobacco seems to be aiming for youth smokers in the developing world
By Erin Brodwin
Twenty-two years ago a team of researchers traveled to some 200 U.S. preschools with a game board and a list. That now seminal study, in which 91 percent of the three- and six-year-olds they tested correctly paired mascot Joe Camel with his matching cigarettes, set off a cascade of antismoking legislation aimed at shielding American youth from aggressive tobacco ads. And in 2003 the World Heath Organization followed suit with an international treaty designed to limit the marketing power of tobacco companies in developing countries.
But new findings suggest that tobacco companies have succeeded in moving their campaign overseas regardless of international recommendations. This year a research team in Brazil, China, Russia, Nigeria, Pakistan and India conducted a very similar version of the original Joe Camel study. Among the 2,400 five- and six-year-olds they interviewed, 68 percent could identify at least one tobacco logo.
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