The relationship between perceived youth exposure to anti-smoking advertisements: how perceptions differ by race

Data on self-reported perceived exposure to anti-smoking messages were collected from 1,608 high school students surveyed through the ASPIRE (A Smoking Prevention Interactive Experience) Program in Houston, Texas. Data collection took place between October 2002 and March 2003. Logistic regression identified that African Americans perceived significantly less exposure to anti-smoking advertisements via television (OR = .50, p < 0.05) and posters (OR = .61, p < 0.05) than whites. However, they had nearly twice as much perceived exposure to anti-smoking advertisements at movies (OR = 1.79, p < or = 0.05) and sporting events (OR = 2.1, p < or = 0.05) than their white counterparts. Hispanic youth perceived significantly less exposure to anti-smoking posters (OR = .51, p < or = 0.05) and significantly higher exposure to anti-smoking messages at sporting events (OR = 1.92, p < or = 0.05) and school programs (OR = 3.44, p < or = 0.05) compared to white youth. While the relationships tested in this study are exploratory, they provide initial evidence for an important nexus between race and communication channels that may impact perceived exposure to tobacco advertising.