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Reported awareness of tobacco advertising and promotion in China compared to Thailand, Australia, and the United States
  1. Lin Li1,
  2. Hua-Hie Yong1,
  3. Ron Borland1,
  4. Geoffrey T Fong2,
  5. Mary E Thompson3,
  6. Yuan Jiang4,
  7. Yan Yang4,
  8. Buppha Sirirassamee5,
  9. Gerard Hastings6,
  10. Fiona Harris7
  1. 1 The Cancer Council Victoria, Australia;
  2. 2 University of Waterloo, and Ontario Institute for Cancer Research, Australia;
  3. 3 University of Waterloo, Australia;
  4. 4 Chinese Center for Disease Control and Prevention, Canada;
  5. 5 Mahidol University, Canada;
  6. 6 University of Stirling, China;
  7. 7 The Open University, China
  1. E-mail:{at}


Background: China currently does not have comprehensive laws or regulations on tobacco advertising and promotion, although it ratified the WHO FCTC in October 2005 and promised to ban all tobacco advertising by January 2011. Much effort is needed to monitor the current situation of tobacco advertising and promotion in China.

Objective: This study aims to examine levels of awareness of tobacco advertising and promotion among smokers in China as compared to other countries with different levels of restrictions.

Methods: One developing country (Thailand) and two developed countries (Australia and the USA) were selected for comparison. All four countries are part of the International Tobacco Control Policy Evaluation Survey (ITC) project. Between 2005 and 2006, parallel ITC surveys were conducted among adult smokers (at least smoked weekly) in China (n=4763), Thailand (n=2000), Australia (n=1767) and the USA (n=1780). Both unprompted and prompted recall of noticing tobacco advertising and promotion were measured.

Results: Chinese respondents reported noticing tobacco advertisements in a range of channels and venues, with highest exposure levels on TV (34.5%), billboards (33.4%) and in stores (29.2%). A quarter of respondents noticed tobacco sponsorships, and a high level of awareness of promotion was reported. Cross-country comparison reveals that overall reported awareness was significantly higher in China than in Thailand (particularly) and Australia, but lower than in the USA.

Conclusions: There was a big gap between China and the better-performing countries like Thailand and Australia regarding tobacco promotion restrictions. China needs to do more, both enhanced policy and more robust enforcement.

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