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. 2012 Jun;54(3):204-12.
doi: 10.1590/s0036-36342012000300002.

[Tobacco advertising and promotions: changes in reported exposure in a cohort of Mexican smokers]

[Article in Spanish]
Rosaura Pérez-Hernández  1 , James F Thrasher, Rosibel Rodríguez-Bolaños, Inti Barrientos-Gutiérrez, Norma A Ibáñez-Hernández
Affiliations

[Tobacco advertising and promotions: changes in reported exposure in a cohort of Mexican smokers]

[Article in Spanish]
Rosaura Pérez-Hernández et al. Salud Publica Mex. 2012 Jun.

Abstract
in English, Spanish

Objective: To determine in a population-based sample of smokers the level exposure to tobacco industry marketing through different channels before and after their restriction through the General Tobacco Control Law of 2008.

Materials and methods: Data were analyzed from a cohort of adult smokers from four Mexican cities who were surveyed in 2007 and 2008. GEE models were estimated for each indicator of advertising and promotion exposure.

Results: Increases were found in report of receiving free samples of tobacco (3.7-8.1%), branded clothing (3.6-6.4%), noticing tobacco industry sponsored events (1.9-4.7%) and noticing ads in bars (21.4-28%). Noticing outdoor advertising decreased over this time (54.7 a 47.2%).

Conclusions: Our findings confirm tobacco industry shifting of marketing efforts when advertising and promotion bans are not comprehensive. There is a need to monitor compliance with marketing bans while working to make them comprehensive.

Objetivo: Determinar en población fumadora el nivel de exposición a la mercadotecnia por parte de la Industria Tabacalera (IT), a través de diferentes métodos de promocionar sus productos de tabaco, antes y durante la publicación de la Ley General para el Control del Tabaco (LGCT) en 2008.

Material y métodos: Estudio de cohorte en fumadores adultos (n=941 pre-LGCT y n=1051 post-LGCT) de cuatro ciudades mexicanas. Se realizaron análisis multivariados mediante modelos de ecuaciones de estimación generalizada (GEE).

Resultados: Se incremento el autoreporte de recepción de muestras gratis de cigarros (3.7% a 8.1%), ropa o artículos con marcas o logos (3.6% a 6.4%), haber visto información sobre eventos especiales (1.9% a 4.7%), y bares, antros y discos para mayores de edad (21.4% a 28%). Se observaron decrementos de publicidad en exteriores (54.7% a 47.2%).

Conclusión: Es necesaria una política integral con prohibiciones totales de la publicidad y promoción de los productos de tabaco que integre mayor vigilancia y sanciones para lograr la disminución y prevención del consumo de tabaco.

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Conflict of interest statement

DECLARACIÓN SOBRE CONFLICTO DE INTERESE: Ninguna

Figures

Figura 1
Figura 1
Directrices de la Ley General para el Control de Tabaco (LGCT) en México antes y después de su publicación en 2008. Fuente: LGCT 2004 2008, 2009
Figura 2
Figura 2
Prevalencia del uso o la recepción de promoción sobre tabaco durante los últimos seis meses, en fumadores mexicanos, ITC México 2007 y 2008. (a) prohibición total en 2007 y 2008; (b) prohibición parcial en 2007 y prohibición total en 2008; (c) prohibición parcial en 2007 y 2008; (d) permitido en 2007 y prohibición total en 2008; (e) permitido en 2007 y prohibición parcial en 2008; (f) permitido en 2007 y 2008. *** p<0.001, ** p<0.01, *p<0.05
Figura 3
Figura 3
Prevalencia del autoreporte de exposición a publicidad del tabaco durante los últimos seis meses en fumadores mexicanos, ITC México 2007 y 2008. (a) prohibición total en 2007 y 2008; (b) prohibición parcial en 2007 y prohibición total en 2008; (c) prohibición parcial en 2007 y 2008; (d) Permitido en 2007 y prohibición total en 2008; (e) Permitido en 2007 y prohibición parcial en 2008; (f) permitido en 2007 y 2008 *** p<0.001, ** p<0.01, * p<0.05
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