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| - Targeted tobacco promotion in the North East of England
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| - Background: The aim of this study was to Investigate the extent to which students in the North East of England are exposed to two alternative tobacco marketing tactics: direct mailing (‘junk mail’) and the sponsorship of musicoriented events particularly attractive to young people (e.g. discos, ‘raves’ or concerts). Method: Self-completion questionnaires were administered to convenience samples of predominantly first-year students aged 16-24 years attending further education colleges in Gateshead and South Tyneside. The questionnaire assessed the receipt of smoking-related ‘junk mail’ and attendance at music-oriented events sponsored by tobacco companies. Results: Almost one in nine students, one in seven smokers and one in 13 non-smokers had been exposed to one or both types of tobacco promotion. One in 12 of the under-18s (including over one in eight smokers and almost one in 17 non-smokers) had been exposed to one or both types of tobacco promotion. Conclusions: The findings provide evidence that the tobacco industry is violating the UK Voluntary Agreement on Tobacco Products' Advertising and Promotion, with companies sponsoring events particularly appealing to young people and the continued inclusion of young people on mailing lists. This study provides further evidence of the ineffectiveness of voluntary agreements in regulating the promotional activities of the tobacco Industry. It is recommended that, in the wake of the European Union directive on tobacco advertising, a more active and formal mechanism for monitoring tobacco promotion and verifying the claims of the tobacco industry be introduced.
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