Prevention Approach 6: Restriction of Advertising and Promotion

The primary goal of this prevention approach is to decrease child and adolescent exposure to tobacco promotion and pro-tobacco influences.

Rationale

Research demonstrates that tobacco company sales promotions are reaching adolescents and that this exposure may put them at greater risk for smoking (DiFranza et al. 1991; Fischer et al. 1991). Therefore, the reduction of youth exposure to particular types of marketing or to the quantity of marketing should reduce adolescent smoking.

Objectives of the Studies Reviewed

• To eliminate tobacco industry sponsorship of sporting and cultural events

• To provide alternative, nontobacco industry sponsorship of these events

Activities of the Studies Reviewed

• Provide media advocacy and the threat of adverse publicity through protesting events sponsored by the tobacco industry

• Assist event promoters by providing alternative, nontobacco funding

• Develop policies that ban tobacco industry sponsorship of sporting and cultural events

• Promote tobacco-free events

• Develop tobacco-free messages and embed them in sports education

• Advertise tobacco-free events

• Include tobacco-free messages in the event's promotional materials

Lessons Learned From Reviewed Evidence

• The need for alternative funding is an essential component for interventions that are designed to prohibit existing and ongoing tobacco industry sponsorship of a currently active event. In particular, practitioners and community groups can develop lists of potential alternative sponsors for event promoters and be willing to actively help promoters seek alternative sponsorship. For example, local businesses that are not currently involved in sponsoring the event can be approached.

• Through the establishment of working relationships with local potential sponsors, businesses can view sponsorship of events as part of their civic responsibilities and as part of a community partnership process. In addition, existing nontobacco event sponsors may be willing to increase their level of sponsorship if there is no tobacco industry sponsorship. They may have recommendations for other potential sponsors, perhaps some of their industrial partners.