![]() Tobacco marketing is one of the factors that promote smoking, particularly among youths. 1 This indicates that these 12 years represent a critical period for developing smoking behaviors, and understanding factors that promote smoking behavior during this period might inform interventions to reduce the prevalence of smoking in the population. 1 Additionally, more than 50% of those who ever smoked daily reported starting daily smoking between the ages of 18 and 30 years. 1 Smoking is particularly prevalent among young adults: 31.8% of young adults (aged 18–25 years) were current smokers in 2012, compared with 22.0% in the overall adult population (aged ≥ 18 years). Currently, more than 480 000 deaths in the United States annually are attributed to smoking. 1 Smoking remains an important public health problem today. Since then, more than 20 million people in the United States have died because of smoking. It has been 50 years since the first Surgeon General’s report on smoking and health released in 1964. Regulating this marketing strategy might reduce the prevalence of smoking in this population. Tobacco direct mail marketing promoted and sustained smoking behaviors among US Midwest young adults. ![]() Among baseline current smokers, receiving coupons was associated with lower likelihood of smoking cessation at follow-up ( P < .05).Ĭonclusions. Among baseline nonsmokers and ex-smokers, receiving coupons was associated with becoming current smokers at follow-up ( P < .05). Among those who received these materials, 77% and 56% reported receiving coupons for cigarettes and other tobacco products, respectively. Receipt of these materials was associated with age, education, and tobacco use ( P < .05). Thirteen percent of participants reported receiving tobacco direct mail materials in the previous 6 months. We investigated the characteristics associated with receiving these materials at baseline, and the associations between receiving cigarette coupons in the mail at baseline and smoking behaviors at follow-up. Smoking behaviors were reassessed at follow-up. We collected information on demographics, tobacco use, and exposure to tobacco direct mail materials in the previous 6 months at baseline. Data were collected from 2622 young adults (mean age = 24 years) in 2010 to 2011 (baseline) and 2011 to 2012 (follow-up). We examined the exposure to tobacco direct mail marketing and its effect on subsequent smoking behaviors in a US Midwest regional cohort of young adults.
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