Tobacco advertising through French TV in 2005: frequent illicit broadcasting; its impact on teenagers and young adults

Emmanuelle Béguinot, Karine Gallopel (), Nathalie Wirth, Anna Spinosa and Yves Martinet
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Emmanuelle Béguinot: CNCT - Comité National Contre le Tabagisme
Karine Gallopel: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Nathalie Wirth: CHRU Nancy - Centre Hospitalier Régional Universitaire de Nancy
Anna Spinosa: CHRU Nancy - Centre Hospitalier Régional Universitaire de Nancy
Yves Martinet: CHRU Nancy - Centre Hospitalier Régional Universitaire de Nancy

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Abstract: Background Sports sponsorship is one of the tobacco industry's main strategies to recruit new smokers among teenagers and young adults. Methods Monitoring Motor sports illicit broadcasting based on six channels in 2005; Dakar Rally (DR) and China Grand Prix impact evaluated with a one on one questionnaire administered on 12-24-year-old males and females (n ¼ 805). Results 75 000 TV tobacco sponsoring appearances (90 h) were observed, total value: E200.106; Mild Seven, Marlboro, West, Lucky Strike, Gauloises Blondes accounted for 92% appearances and 95% of euro values, with illegal broadcasting value worth E19.106. A high interest in DR (71%) and Formula One (F1) (66%) was observed among males (versus females; P, 0.001), increasing with age (P, 0.05). Levels of spontaneous and assisted recall of cigarette brands were high among individuals interested in DR and F1, with better recall of brand names (versus non interested; P, 0.01); all individuals made correct associations between tobacco brands and car colors (P, 0.01). A non-significant higher percentage of daily smokers was observed among respondents interested in DR (34 versus 21%; P, 0.01) and F1 (30 versus 24%; P ¼ 0.10). Conclusion This high level of indirect advertising for tobacco through motor sport sponsoring confirms the urgent need for a worldwide absolute ban on tobacco advertising in motor sports.

Keywords: Formula One; Dakar Rally; motor sports; television; illicit broadcasting; tobacco sponsorship (search for similar items in EconPapers)
Date: 2010
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Published in Journal of Public Health, 2010, 32 (2), pp.184-190. ⟨10.1093/pubmed/fdp101⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00446906

DOI: 10.1093/pubmed/fdp101

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