TY - JOUR T1 - Youth tobacco prevention mass media campaigns: past, present, and future directions JF - Tobacco Control JO - Tob Control SP - i35 LP - i47 DO - 10.1136/tc.12.suppl_1.i35 VL - 12 IS - suppl 1 AU - M C Farrelly AU - J Niederdeppe AU - J Yarsevich Y1 - 2003/06/01 UR - http://tobaccocontrol.bmj.com/content/12/suppl_1/i35.abstract N2 - This paper focuses on countermarketing efforts aimed at curbing youth smoking. We review the literature on the effectiveness of tobacco countermarketing campaigns, characterise current state and national campaign approaches, present findings from qualitative approaches and laboratory experiments that explore a variety of messages (for example, health consequences, industry manipulation), and discuss newer, non-traditional approaches to countermarketing. In conclusion, we outline research needed to fill gaps in our existing knowledge and discuss future directions in tobacco countermarketing aimed at youth. ER -