College students: target for the tobacco industry

Young adults have the highest smoking rates of any age group. In a 2003 Minnesota survey co-sponsored by Blue Cross, 39 percent of the 18-24 year old respondents had smoked within the last thirty days. [1]

Not coincidentally, the tobacco industry regards the young adult years as a critical time to recruit new smokers and encourage smoking. Tobacco companies strive to link smoking with fun, entertainment, friends, adventure, and stress relief.  They try to make smoking appear to be the social norm. [2]

We know from research we’ve conducted (in collaboration with the American Cancer Society’s Midwest Division) that traditional ‘stop smoking’ messages have almost no impact on college students.

Most college students are well aware of the health hazards of smoking.  Students who smoke fully intend to quit in the next few years. They figure they will quit long before they would experience any adverse health effects. Many have an actual date or event in mind – graduation, getting a first job, turning 25, getting married, etc.

But during college, many students who smoke regard smoking as a must-have social asset and a needed stress reliever. 

Endnotes

1. Patterns of smoking among Minnesota’s young adults. Report prepared by Minnesota Department of Health, Blue Cross and Blue Shield of Minnesota, Minnesota Partnership for Action Against Tobacco, and the University of Minnesota. January 2004. Available in the “Resources” section of this program description.
2. Campaign for Tobacco-free Kids. Tobacco company marketing to college students since the multistate settlement agreement was signed (synopsis of published research and findings, with citations). October, 2004. Available online at http://www.tobaccofreekids.org/research/factsheets/pdf/0135.pdf