A nationwide ad campaign
funded largely by the tobacco industry has helped cut youth smoking
rates, a study by a health journal estimates. But anti-smoking
advocates say money for such campaigns is drying up.
The American Legacy Foundation's "truth" campaign prevented about
300,000 youths from becoming smokers between 2000 and 2002, according
to a study to be released Wednesday in the March edition of the
American Journal of Public Health.
That's about 22 percent of the total decline in youth smoking over the period, the study found.
But the foundation, which operates an independent nationwide
campaign against youth smoking, is running low on money at the same
time state legislatures cut into the amount they spend on anti-smoking
Tobacco companies agreed to pay into a fund that contributes to the
"truth" campaign as part of the $206 billion settlement reached with 46
states in 1998. But the agreement allowed companies to stop paying
after five years if their market share was below 99 percent.
With small manufacturers gaining a foothold in the market, tobacco
giants have likely already made their last payment, said foundation
president Cheryl Healton.
The public health journal study looked at surveys of 8th, 10th and
12th graders conducted annually between 1997 and 2002, measured their
exposure to the campaign and accounted for factors like race, gender
and income to determine the effect of the ads, which often feature
teens publicly questioning tobacco companies.
The surveys showed 28 percent of teens smoked in 1997, and just 18
percent did in 2002, and the study credits the campaign with 22 percent
of that drop. Researchers found the prevalence of teen smoking was
falling before the campaign began, but the rate at which it fell
increased dramatically after "truth" ads began.
"These truth campaign ads are the MTV of the public health world.
They really get to these kids," said Joseph A. Califano Jr., President
Carter's health secretary and chairman of Citizens' Commission to
Protect the Truth, a group of former high-level health officials that
advocates for programs designed to end youth smoking.