BACKGROUND: Tobacco industry media and sales tactics can shape perceptions, influence initiation, and sustain tobacco use among youth, posing significant health risks. This study aims to assess youths’ exposure to pro-tobacco marketing to inform tobacco control policies/programs.
METHODS: We analyzed 2012-2021 data from the Global Youth Tobacco Survey, from 119 countries, to assess youth (aged 13-15 years) exposure to pro-tobacco marketing. We examined exposure to tobacco marketing at points of sale and in media, and tobacco companies’ offers of free tobacco products. Weighted prevalence estimates with 95% confidence intervals were calculated for each indicator, by country. Median prevalence estimates for each indicator were calculated by World Health Organization (WHO) region[1].

RESULTS: Youth exposure to tobacco marketing varied across countries and regions. Prevalence of exposure at points of sale ranged from 8.1% in Uzbekistan to 84.1% in Bhutan, with the South-East Asia Region having a median prevalence estimate of 42.3%. Prevalence of exposure to media portrayals of tobacco use ranged from 44.3% in Ecuador to 91.4% in Egypt, with the South-East Asia Region having a median prevalence estimate of 77.3%. Lastly, prevalence of exposure to free product offers ranged from 1.7% in Togo to 25.1% in Timor Leste, with the Western Pacific Region having a median prevalence estimate of 8.8%.
CONCLUSIONS: This study shows regional differences in youth exposure to pro-tobacco marketing and underscores its effects on youth. Findings support the need for stronger enforcement of policies aligned with the WHO Framework Convention on Tobacco Control (FCTC), particularly Article 13, which support eliminating tobacco advertising, promotion, and sponsorship.