We cannot adequately address this enormous health problem without recognizing the important influences on a young person's decision to smoke. One such influence is the tobacco industry's advertising and promotion. Only the automobile industry spends more on advertising in the United States. Half of all adolescent smokers and one quarter of adolescent nonsmokers own at least one promotional item from a tobacco company, according to a 1992 Gallup survey. Tobacco companies also sponsor athletic, musical, sporting, and other events in an effort to link their products with images of physical prowess, glamour, excitement, and fun.
Studies show that tobacco advertising and promotion are especially effective with young people.
Adults are far more likely to purchase brands that do not rely on imagery in their packaging or advertising, which account for 39 percent of cigarette sales. Another study found that an advertising campaign intended for women was associated with a substantial increase in the number of girls who started smoking. Moreover, the sheer magnitude of cigarette advertising creates the impression among young people that smoking is much more widespread and socially acceptable than it is. Young smokers consistently overestimate the percentage of people who smoke. One cigarette company's marketing campaign, called the Young Adult Smokers, or YAS, program, illustrates how marketing strategies can influence young smokers.