Tobacco Documents Online

I ! I i i 1 i I 1 1 1 I I THE RESEARCH OBJECTIVES ii The primary aim of the research was to determine whether or not tobacco sponsorship influenced juvenile smoking irtidafion. A scoondary aim was to compare Now Ze.aland juveniles between 1988 and 1991 with respect to smoking l:rcvalcnce and to examine again the potential influences of advertising and other factors on juvenile smoking initiation. I METHOD AND SAMPLE I Personal face-to-face interviews werc conducted nationally with 700 1 (3- to 16-ye, ar- olds. Each interview was conducted in-home on a confidential basis. Parental permission to interview the young person was obtained in the first instance, whcn thc nature of th', survey was outlined. Permission was then obtained from the young person before proceeding further. Further details pertaining to sample and methodology arc provided in the Technical Appendix B. Refer Appendix G for a copy of the qucstionnairc. O'x CD q o BatCo document for PFSFC 1 March 1999

i* * . . . . . . SPONSORSHIP RESEARCH: KEY FINDINGS The majority of New Ze.aland juveniles aged 10-16 (81%) claimed to have had personal experience of sponsorship. Their level of knowledge about what sort of companies sponsored what sort of ac~vities was high and correctly ascribed. Half of them were able to differentiate between different types of sponsorship. This ability improved with increasing age of respondenL They understood the relationship between the sponsor and the recipient. For example, 96% of them did not believe that ff a racing car was sponsored by a tobacco company that the driver would have to smoke the sponsor's brand. When the subject of smoking initiation was investigated, sponsorship was nominated from a prompt list by only one respondent out of 297 who had uiecl a cigar~ue. Respondents were more likely to have u'ie..d smoking ff their pva'enm or guardians were smokers and ff their brothers or sisters smoked. However, the sn'ongest con'clarion occurred between cigarette trial and the smoking bchaviour of their friends - cspeciaily where best friends were concerned. (95%). With respect to cigarette trial per so, less than half the respondents claimed to have tried a cigarette r, nd trial was sn'ongly and predictably age rda~ed. With respect to smoking prevalence, current smoking bchaviour was low overall, with only 1 I% describing themselves as smokers (6% as occasional and 5% as regular smokers). When the results of this study are directly compared with the study conducted by CRU in New Zealand in 1988, where I l- to 15-ycar-olds can be compared with 10- to 16-ycar-olds (1991), it is clearly apparent that the proprtions of juveniles who have R~T.....,$~0.~ has remained relatively constant and smoking experimentation has declined. O~ C~ CZ) P,O BatCo document for PFSFC 1 March 1999

INTERNATIONAL RESEARCH FINDINGS: ADVERTISING Key findings arc presented below fi'om CRU's 16-country study of juvenile smoking initiation and advertising, published by the Internanonal Advertising Association, (1989) New York. New Zealand was investigated in 1988. ADVERTISING . * . CRU found that the highest proportions of 1 I- to 15-year-old juveniles who have never smoked - above 80% in all cases - were from Argentina, Hong Kong, Japan, Kenya and the Philippines. These countries had relatively few restrictions on tobacco advertising at the time of the research. Exceptions were Kuwait, where the Islamic influence predominates, and Spain, also subject to cultural influences with r-.spec: to juvenile smoking. Conversely, the highest proportions of 1 I- to 15-year--olds that were regular or occasional smokers were found in Norway (where a total advertising ban exists); Australia, Canada and Sweden (where there were major restrictions on tobacco advertising). The prevalence of regular smoking among 15-year-olds (the oldest age for which comparable international data are available) was highest in Norway (36%), a country with a long-term total advertising ban on tobacco products, and substantially lower in Hong Kong (II%) where there were relatively few restrictions on tobacco advertising at the tirnc of the research. Kenya and/apart, (where there were no specific resnictions on tobacco adver~sing allowed in the znain media) had the lowest prevalence of 15-year-old smokers (1% and I% respectively) of all the counu-ies in this survey, followed by the Philippines (3%) and by Argentina, Italy and Switzerland (8% each). (See Table on page 9 IAA Report - Appendix E) In all of the countries stud/cd, the proportions of children who "tried once" or "used to smoke" were higher than those of "regular" and "occasional" smokers. O'x C", O +,.,-4 BatCo document for PFSFC 1 March 1999

! ! I I I I I I I I I I 1 1 I ! f J 4. . This observanon contrmlic~s the view that a very high proportion of children n'y smoking and conscquendy continue to smoke. The start of smoking was found to depend very much on the influence offamily andfn'end~, and the chances of child smoking in a household where there were no other smokers were low (see "Starting to smoke", page I I, IA.A Report). In essence, personal curiosity, social and cultural influences surround the potential smoker. The influence of advert~ing on smota'ng initiation was found to be insignificant in relation to the predominant pressures of personal and social (family and friends) influences surrounding the potential smoker Ox 0 0 G~ CD BatCo document for PFSFC 1 March 1999

...... mm n .................. I I i I I I I I ! I I I I ! ! I i I I 7 ELABORATION OF MAIN FINDINGS: SPONSORSHIP NEW ZEALAND STUDY OF SPONSORSHIP (1991} This study was conducted in August 1991, among N = 700 juveniles, aged 10-16 years of age and spread nanona.Lly across the country. A. PERSONAL EXPERIENCE OF SPONSORSHIP It was clear that the vast majority of respondents undeu'stand the te~'m "sponsorship", with 81% claiming to have been sponsored for some event or activity. Such claims were high across the age ranges - lowest amongst the 10-year-olds, with 74% claiming to have been sponsored compared with 81% of 16-year-olds. l.avds wen: similar for boys (82%) and girls C79%). A wide range of activities was mentioned as having been sponsored by those young people, as follows: TOTAL MALE FEMALE N = 564 N= 29"2 N=272 % % % 24/48-I'a" famine etc. 43 32 54 Spcll-a-thon/word-a-thon 22 20 23 Jump ml~ for heart 18 14 21 Road-a-thon 16 15 18 Fundraising for school 8 10 6 Wa2k-a-thon g 10 6 Jump-a-thon 4 3 5 Netball/bask~ba~ 3 I 6 Swim-a-thon 3 3 4 Soccer/indoor soccer 2 4 0 Hockey-2 2 ..... 1 Mareh-a-thon I 0 2 Other sporting activities I0 12 7 As can be s~n. results from boys and girls were quite similar - the main difference being in the sponsored 'famines'. with considerably more girls than boys taking part. B. SCHOOL SPONSORSHIP When asked whether their school had bocn sponsored by a company or had sponsored anything, over one third of respondents thought this was the case (39%). with as many young people not knowing (41%). ,77", C~ CD (.,r"l BatCo document for PFSFC 1 March 1999

1 t i I t I 1 ! I i ! I t ( Those who thought their schools had sponsored or bccn sponsored cited a variety of causcs/acrividcs: a) TOTAL N=271 b) Sponsored by school Fundraising for school 1 S Spore team IS Children overseas 15 Overseas zip for school team 6 SPCA/WOr]d Wildlife 4 He, an/Jump rope for he.art 4 40-hr famine 3 Fundralsing for computers 2 Fricnds/reladves 1 "Companies sponsoring school Local or intcrnanonal firms National firms (McDonalds, Coca Cola) Trusthank/ASB/any bank Charities, eg Lions Conkietime Brierley's 14 13 4 3 1 I C. KNOWLEDGE OF SPONSORED ACTTVITIES After examining their experience and comprehension of sponsorship, a researcher's definition of sponsorship was introduced in order to ensure that all respondents were informed universally. The definition of company sponsorship was as follows: "A sponsor gives money and support to a person or team and in return the team helps tell other people about the sponsor, perhaps by wearing the sponsor's name. t) The children were then shown a list of sponsored activities or events in New Zealand. The list contained the following activities: Cricket Fashion Motor Racing Tennis Rugby Union Rugby League They wcrc then asked to give the names of any sponsors they knew in respect of the above list of activities. O'x C~ CD BatCo document for PFSFC 1 March 1999

i i I l ] 1 I t I l J i I Those who could name a s.onsor for each listed activity. N ~700 ) % Crickat 26 Fashion 45 Me, or Racing 47 Tennis 31 Rugby Union 35 Rugby League 43 The predominant sponsors for cricket were cigarette companies/brands (at 77%). Another significant sponsor for cricket was alcohol products (at 14%), which is also cOITC, t:L Fashion was correctly identified as being sponsored by a cigarette company/brand (at g8%). In the case of motor racing, sponsorship was ascribed w: Automotive products Tobacco products/companies Ca~/bi.ke companies/names % 50 41 10 Tennis sponsorship was ascribed to: A lingerie con~ny Tobacco l~-oducts/companies Automotive products Sports gear/equipment Food products/compani~ Cosn'~tic compamcsrorands % 27 25 16 11 9 8 Rugby Union sponsorship was predominantly ascribed to beer products/companies (at 72%). There was a small attribution to tobacco companies/brands (at 11%). The sponsorship of Rugby League was attributed to beer companies/brands (at 69%) and to tobacco companies/brands (at 27%). Generally speaking, the level of knowledge about who sponsored what was both comprehensive and accuratc. 10 c3~ m o "-.4 BatCo document for PFSFC 1 March 1999

J I I I I I I I I I I I I I I l l I I D. DIFFERENT TYPES OF SPONSORSHIP Respondents were then shown or read a list of sponsored activities and asked if they saw any differences between them: Save the Whale Campaign by Greenpeac.c Swimming team sponsored by school Motor racing sponsored by Rothmans Rugby Union sponsored by Steinlager Tennis sponsored by BP Over half the sample claimed that they thought there was a difference between the different types of activity, with only the 10-year-olds showing a minority believing there was no difference. TOTAL Male Female 10 11 12 13 14 15 16 N=700 -35~t =346 =96 =91 =97 =98 = 119 =103 =96 % ~e % % % % % % % % YES 57 58 56 40 54 55 58 66 64 59 A distinction emerged in the minds of respondents between business/company sponsorship and humanitarian sponsorship - Save the Whale - where child respondents were seen to be more zware of this distinction with increasing age. E. SPONSOR AND RECIPIENT Understanding of the relationship between the sponsor and the recipient was explored via the following question: "If a racing car is sponsored ~y a ~obacco compo~y, does the driver have to smoke the sponsor's brand? .... The vast majority of young people (96%) did not believe that, if a racing car was sponsored by a tobacco company, that the driver would have to smoke the sponsor's brand. Given that children/ycung people are familiar with sponsorship from an early age, it is essentially viewed as a practical financial arrangement. Sponsorship was not perceived to bc obligatory in any way, given the overwhelming majority of respondents (96%) who said the driver sponsored by a tobacco company would not have to smoke the sponsor's brand. F, IMPACT OF SPONSORSHIP ON JUVENILE SMOKING INITIATION As in all previous 16 studies on juvenile smoking internationally, curiosity was seen by young people to be the main reason why they tried smoking, with 65% of trialists giving this as the main reason, when shown a prompt list of ahca'natives. II c3x (yx CD CD BatCo document for PFSFC 1 March 1999

Personal curiosity - "to see what it was like" - emerged as the main reason why young people decided to try smoking, with 65% of u'is.lists giving this as the main reason, when shown a prompt I/st of alternatives. TOTAL MALE FEMALE N = 297 N = 147 N ffi 150 % % % To see what it was like 65 68 61 All my friends smoked 10 8 13 Someone gave me one 7 6 7 My parents smoked 4 5 3 For a dam 3 3 3 I just found one 3 3 3 My brothcdsistcr smoked 2 3 1 I was bullied l 1 2 To look gn'vwn up 1 1 1 To show off I I I Special occasion 1 1 1 I had seen advertising - - I had seen sponsorship 1 - I To look tough - - Previous studies conducted by CRU in 16 countries which ~vestigated juvenile smoking initiation - with specific reference to adver~ng - also found curiosity to be the dominant reason why juveniles decided to try a cigarette. Advertising was found to be insignificant to the decision to try smoking, in all of the counu'ics investigated. Although advertising and sponsorship have been postulated as having a positive bearing on the smoking initiation process, the current survey of Young People and Sponsorship conducted in New Zealand, together with dam from the study of 16 counu'ies, clearly show that advertising and sponsorship arc insignificant factors with respect to initiation+ G= I. . CONTRIBUTORY FACTORS IN SMOKING INITIATION Having discussed sponsorship, New Zealand respondents were then asked about the smoking bchaviour of family and friends, before being asked about their own bchaviottr. Respondents were more likely to have tried smoking themselves when their parents or guardians were smokers: PARENT/GUARDIAN TOTAL SMOKING BEHAVIOUR SMOKES DOE~'r SMOKE N = 700 N ffi 310 N= 390 % % % Respondent u'i~. smoking 42 50 36 No, not reed 58 50 64 Similarly, respondents were considerably more likely to have smoked if thch" brother(s) or sisrer(s) we~'e smokers. 12 i C~ c) ,,D BatCo document for PFSFC 1 March 1999

_ _ - - . ..................... | For example, 67% of those whose brother(s) smoked had tried a cigarette compaz~d with only 36% of those whose brother(s) were not smokers. SIBLING SMOKING BEHAVIOUR Brothe~r(s) Brother(s) S;stcr(s) Sister(s) smokes doesn't smoke smokes doesn't smoke N = 93 H -387 N = 92 N = 392 Respondent n'ied smoking 67 36 66 37 No, not n'ied 33 64 34 63 . 4. . The strongest correlation occurred between respondents', cigarette trial and the smoking behaviour of their friends, especially where best friends were concerned. With regard to friends generally, where these were smok~n, 71% of respondents had tried a cigarette, compared with only 26% of those whose friends were not smokers. FRIENDS' SMOKING BEHAVIOUR SMOKERS NON~MOI(3ERS N = "~52 N = 44g % Re~ondents reed smoking 71 26 No, not tried , 29 74 Amongst best friends, the influence was even stronger, with 95% of those whose best friends were smokers having fried a cigarene, compared with only 36% of those whose best friends were non-smoker's having reed onc. BEST FRIENDS' SMOKING BEHAVIOUR SMOK,ERS NON-SMOKERS N=79 N=621 % % Respondents tried smoking 95 36 No, not tried 5 64 Of the total sample, less than half the respondents claimed to have tried a cigarette, with unsurprisingly a significant increase in real with age of respondent - from 18% having wied amongst the 10-year-olds to 66% of the 16-ycar-olds. Trial rates wcn'~ ve~'y similar for boys (41%) and gifts (43%). TOTAL Male Female I0 II 12 13 14 15 16 He700 =354 =346 -96 =91 =97 =98 =119 =103 =96 q. ~ % % % % q. % % % Yes, have trim 42 4], 43 18 26 21 32 61 66 66 13 O", N O BatCo document for PFSFC 1 March 1999