Jump to full article: The Daily Beacon (University of Tennessee), 2007-10-24
Author: Merri Shaffer
Intro: According to a new study by a UT researcher, tobacco companies are still targeting youths despite agreements that limit the marketing of smokeless tobacco.
The study, titled "Under the Radar: Smokeless Tobacco Advertising in Magazines with Substantial Youth Readership," found that advertising restrictions have left a rather minuscule impression on smokeless tobacco advertising targeting youths. Margaret Morrison, a UT associate professor in advertising and public relations, co-authored the study.
"We hope that future researchers can use this (data) as a benchmark," Morrison said.
In 1998, seven companies signed the Master Settlement Agreement . . .
The Smokeless Tobacco Master Settlement Agreement was signed the same year by the attorneys general and the U.S. Smokeless Tobacco Co., the nation's largest smokeless tobacco manufacturer. It was similar to the Master Settlement Agreement and detailed the financial settlement and restrictions on smokeless tobacco products
The study examined the percentage of magazine readership between ages 12 and 17 for the past 10 years. Data found that in the first year after the STMSA went into effect, advertising in magazines with high adolescent marketing increased. The smokeless tobacco magazine marketing exposed 83 percent of adolescents to their products before it dropped to 57 percent by 2000. Since then, rates have steadily increased.
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