According to the American Heart Association, “the National Survey on Drug Use and Health estimates that each day more than 4,000 people under 18 try their first cigarette,” which means that there is “more than 730,000 new smokers every year” due to tobacco industries targeting the youth. Similar to alcohol advertising, tobacco companies use specific tactics and media campaigns to attract new, young smokers. “Internal industry documents show that the tobacco companies have perceived kids as young as 13 years of age as a key market, studied the smoking habits of kids, and developed products and marketing campaigns aimed directly at them” (2008 Campaign for Tobacco-Free Kids).
Tobacco companies advertise their products at sports events, which falsely advertises that great athletes and cigarettes go hand in hand. Sporting events are also seen as “cool” and “fun” by young people, which makes the product placement of tobacco products at sporting events an ideal marketing campaign in attracting new, young consumers. “Non-tobacco products, such as clothing or toys, affixed with tobacco brand names promote the tobacco product and increase brand recognition, allowing tobacco companies to circumvent traditional tobacco marketing bans” (2008 Campaign for Tobacco-Free Kids).
Industry Sponsored Youth Prevention Programs are highly ineffective and have actually encouraged young people to smoke more. The reason why the tobacco industry has these youth prevention programs is to gain more profit by appearing to be an industry that doesn’t support youth smoking and supports youth health. However, “industry-sponsored youth prevention programs are created to improve the tobacco industry’s public image and discourage further tobacco control legislation” (2008 Campaign for Tobacco-Free Kids). How are these hidden marketing tactics effecting our culture?
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