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Regional Differences in Awareness of Tobacco Advertising and Promotion in China: Findings from the ITC China Survey
  1. Yan Yang1,*,
  2. Lin Li2,
  3. Hua H Yong2,
  4. Ron Borland2,
  5. Xi Wu1,
  6. Qiang Li3,
  7. Changbao Wu3,
  8. Kin Foong4
  1. 1 Chinese Center for Disease Control and Prevention, China;
  2. 2 The Cancer Council Victoria, Australia;
  3. 3 University of Waterloo, Canada;
  4. 4 National Poison Centre, Universiti Sains Malaysia, Malaysia
  1. Correspondence to: Yan Yang, National Tobacco Control Office, Chinese Center of Disease Control and Prevention, 27 Nanwei Road, Xuanwu District, Beijing, 100050, China; yangyan8288{at}hotmail.com

Abstract

Objective: To examine whether levels of, and factors related to, awareness of tobacco advertising and promotion differ across six cities in China.

Methods:Data from Wave 1 of the International Tobacco Control (ITC) China Survey (April-August 2006) were analysed. The ITC China Survey employed a multistage sampling design in Beijing, Shenyang, Shanghai, Changsha, Guangzhou, and Yinchuan. Face-to-face interviews were conducted with a total of 4,763 smokers and 1,259 non-smokers. Multivariate logistic regression models were used to identify factors associated with awareness of tobacco advertising and promotion.

Results: The overall levels of noticing advertisements varied considerably by city. Cities reporting lower levels of advertising tended to report higher levels of point of sale activity. Noticing tobacco industry promotions was associated with more positive attitudes to tobacco companies.

Conclusion: The awareness of tobacco advertising and promotional activities was not homogeneous across the six Chinese cities, suggesting variations in the tobacco industry's activities and the diversity of implementing a central set of laws to restrict tobacco promotion. This study clearly demonstrates the need to work with the implementation agencies if national laws are to be properly enforced.

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