Although it is important to me that we do everything in our power to keep Tobacco Companies from marketing directly to kids, I know that they are exposed to multiple forms of advertising every single day.
As a mom, it's my job to teach them how to deal with the barrage of tobacco advertising aimed right at their eye level. And it is, most definitely targeting kids. It has been proven time and time again that Big Tobacco Targets our Kids. Research firms, lawyers and advocacy groups have done the research (The Verdict is In: Marketing to Youth) and have proven without a doubt that tobacco companies market very specifically toward youth. And not just at-risk youth. GIS maps from Linn County Public Health show high levels of concentrations in middle class and upper middle class neighborhoods, surrounding schools and youth programs. Check out your Linn County School and see how many ads your child can be exposed to on a daily basis. Why? Middle and upper middle class kids have more discretionary income. And where there's a will, there's a way.
Why are they doing this? Audience recruitment of course. In order to keep the money flowing they need newly addicted customers. And they make it easier and more appealing than ever - producing tobacco related products that are twice as addicting, just as devastatingly dangerous and now look and taste like candy. Tell me that isn't targeted at youth who have been told all about the evils of smoking.
When I see tobacco ads - and I don't mean just cigarettes - at my child's height, or portraying tobacco use as a hip and cool part of youth culture, I call it out. We talk about what ads are trying to get you to do all the time (the downside of being a marketing chick's daughter) and this is no exception.
Ask your kids these questions:
What is this ad trying to get you to do? Smoke cigarettes. Chew Tobacco.
Why do they want you to smoke or chew? To get you addicted to their products so they can make money from it.
Why do they try to get kids to buy it? So they can make money off you for a long time because it's so hard to quit.
Here's what I don't do:
1. Pretend I didn't see it
2. Hope they didn't see it
3. Assume they do not know, absorb or understand what the advertisement is about.
Kids are sponges, they absorb everything around them, and they are very susceptible to advertising. Big Tobacco has the money to infiltrate your child's line of vision. While agencies like Linn County Public Health work to restrict this advertising, don't neglect the conversation that needs to happen around these advertisements - and other potentially harmful behaviors. And don't forget, those Tobacco Companies have millions to lose as generations of smokers die of smoking-related illnesses. That's why they are getting innovative about their products.
Help your children to not become a victim of Big Tobacco's marketing. Arm them with knowledge and join the movement to restrict their advertising.
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