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Tobacco industry research on smoking cessation - Recapturing young adults and other recent quitters

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  • Ling, P M
  • Glantz, S A

Abstract

Background: Smoking rates are declining in the United States, except for young adults (age 18 to 24). Few organized programs target smoking cessation specifically for young adults, except programs for pregnant women. In contrast, the tobacco industry has invested much time and money studying young adult smoking patterns. Some of these data are now available in documents released through litigation. Objective: Review tobacco industry marketing research on smoking cessation to guide new interventions and improve clinical practice, particularly to address young adult smokers' needs. Methods: Analysis of previously secret tobacco industry documents. Results: Compared to their share of the smoking population, young adult smokers have the highest spontaneous quitting rates. About 10% to 30% of smokers want to quit; light smokers and brand switchers are more likely to try. Tobacco companies attempted to deter quitting by developing products that appeared to be less addictive or more socially acceptable. Contrary to consumer expectations, "ultra low tar" cigarette smokers were actually less likely to quit. Conclusions: Tobacco industry views of young adult quitting behavior contrast with clinical practice. Tobacco marketers concentrate on recapturing young quitters, while organized smoking cessation programs are primarily used by older smokers. As young people have both the greatest propensity to quit and the greatest potential benefits from smoking cessation, targeted programs for young adults are needed. Tobacco marketing data suggest that aspirational messages that decrease the social acceptability of smoking and support smoke-free environments resonate best with young adult smokers' motivations.

Suggested Citation

  • Ling, P M & Glantz, S A, 2004. "Tobacco industry research on smoking cessation - Recapturing young adults and other recent quitters," University of California at San Francisco, Center for Tobacco Control Research and Education qt2t823095, Center for Tobacco Control Research and Education, UC San Francisco.
    • Handle: RePEc:cdl:ctcres:qt2t823095
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    References listed on IDEAS

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    1. Ling, P.M. & Glantz, S.A., 2002. "Why and how the tobacco industry sells cigarettes to young adults: Evidence from industry documents," American Journal of Public Health, American Public Health Association, vol. 92(6), pages 908-916.
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    1. Christina Czart Ciecierski & Pinka Chatterji & Frank J. Chaloupka & Henry Wechsler, 2011. "Do state expenditures on tobacco control programs decrease use of tobacco products among college students?," Health Economics, John Wiley & Sons, Ltd., vol. 20(3), pages 253-272, March.
    2. Dorie E Apollonio & Lauren M Dutra & Stanton A Glantz, 2021. "Associations between smoking trajectories, smoke-free laws and cigarette taxes in a longitudinal sample of youth and young adults," PLOS ONE, Public Library of Science, vol. 16(2), pages 1-17, February.
    3. Patricia A McDaniel & E Anne Lown & Ruth E Malone, 2017. "“It doesn’t seem to make sense for a company that sells cigarettes to help smokers stop using them”: A case study of Philip Morris’s involvement in smoking cessation," PLOS ONE, Public Library of Science, vol. 12(8), pages 1-22, August.
    4. Anderson, Stacey J. & Pollay, Richard W. & Ling, Pamela M., 2006. "Taking ad-Vantage of lax advertising regulation in the USA and Canada: Reassuring and distracting health-concerned smokers," Social Science & Medicine, Elsevier, vol. 63(8), pages 1973-1985, October.
    5. Karin A. Kasza & Andrew J. Hyland & Abraham Brown & Mohammad Siahpush & Hua-Hie Yong & Ann D. McNeill & Lin Li & K. Michael Cummings, 2011. "The Effectiveness of Tobacco Marketing Regulations on Reducing Smokers’ Exposure to Advertising and Promotion: Findings from the International Tobacco Control (ITC) Four Country Survey," IJERPH, MDPI, vol. 8(2), pages 1-20, January.

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