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Letters

Unclear Link Between Cigarette Ads And Adolescent Smoking

To the Editor:

Chung, Garfield, and colleagues conclude that "youth targeting" by tobacco companies has increased since the Master Settlement Agreement (MSA) of 1998, even though their data show that the number of cigarette ads in magazines read by minors has declined. By their measure, youth targeting can increase even when youths are exposed to fewer cigarette ads—a puzzling result.

The question, however, is not so much whether the authors’ definition of "youth targeting" makes sense as why anyone should care whether youth targeting, however defined, goes up or down. The authors assert that "cigarette advertising has been shown both . . . [Full Text of this Article]

Jacob Sullum

Reason Magazine, Los Angeles, California

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