Why and how the tobacco industry sells cigarettes to young adults: evidence from industry documents

Abstract

Objectives: To improve tobacco control campaigns, we analyzed tobacco industry strategies that encourage young adults (aged 18 to 24) to smoke.

Methods: Initial searches of tobacco industry documents with keywords (e.g., "young adult") were extended by using names, locations, and dates.

Results: Approximately 200 relevant documents were found. Transitions from experimentation to addiction, with adult levels of cigarette consumption, may take years. Tobacco marketing solidifies addiction among young adults. Cigarette advertisements encourage regular smoking and increased consumption by integrating smoking into activities and places where young adults' lives change (e.g., leaving home, college, jobs, the military, bars).

Conclusions: Tobacco control efforts should include both adults and youths. Life changes are also opportunities to stop occasional smokers' progress to addiction. Clean air policies in workplaces, the military, bars, colleges, and homes can combat tobacco marketing.

FIGURE 1

—A 1993 Philip Morris document showing numbers of smokers by age group from 1981 to 2000 (projected).

FIGURE 2

—Comparison of tobacco industry model (1973 R. J. Reynolds document²⁸) and public health model (1994 Surgeon General's Report⁴⁵) of smoking initiation.

FIGURE 2

—Comparison of tobacco industry model (1973 R. J. Reynolds document²⁸) and public health model (1994 Surgeon General's Report⁴⁵) of smoking initiation.

FIGURE 3

—A 1985 R. J. Reynolds document illustrating different roles of smoking for teens, young adults, and adults.

FIGURE 4

—A 1981 R. J. Reynolds document that positions cigarette brands to match each stage of life.