Tobacco Industry Marketing

Youth and Young Adults

Scientific evidence shows that tobacco company advertising and promotion influences young people to start using tobacco.5

• Adolescents who are exposed to cigarette advertising often find the ads appealing.
• Tobacco ads make smoking appear to be appealing, which can increase adolescents’ desire to smoke.

The three most heavily advertised brands—Marlboro, Newport, and Camel—were the preferred brands of cigarettes smoked by middle school and high school students in 2016.5

Cigarette Brand Preferences among U.S. Middle School Students:5

• 38.3%

  preferred

  Marlboro

• 21.4%

  preferred

  Newport

• 13.4%

  preferred

  Camel

Cigarette Brand Preferences among U.S. High School Students:5

• 48.8%

  preferred

  Marlboro

• 16.6%

  preferred

  Newport

• 13.3%

  preferred

  Camel

Women

Women are also targeted by the tobacco industry, and tobacco companies continue to produce brands specifically for women. Marketing toward women is dominated by themes of social desirability, empowerment, and independence, which are conveyed by advertisements featuring slim, attractive, and athletic models.6,7

Racial/Ethnic Communities

Advertisement and promotion of certain tobacco products appear to be targeted to members of racial/minority communities.

• Marketing to Hispanics and American Indians/Alaska Natives has included advertising and promotion of cigarette brands with names such as Rio, Dorado, and American Spirit.7,8
• The tobacco industry has targeted African American communities in its advertisements and promotional efforts for menthol cigarettes. Strategies include:5,7
  • Campaigns that use urban culture and language to promote menthol cigarettes
  • Tobacco-sponsored hip-hop bar nights with samples of specialty menthol cigarettes
  • Targeted direct-mail promotions

• Tobacco companies’ marketing to Asian Americans has included:7,8
  • Sponsorship of Chinese and Vietnamese New Year festivals and other activities related to Asian/Pacific American Heritage Month
  • Heavy billboard and in-store advertisements in predominantly urban Asian American communities
  • Financial and in-kind contributions to community organizations
  • Support of Asian American business associations