February 27, 1998
CalNews.com Sacramento Bureau

SACRAMENTO -- According to a recent statewide survey, most Californians (63%), including a majority of smokers, believe that tobacco companies deliberately market cigarettes to minors.  An even larger majority (74%) agrees that tobacco company contributions to politicians prevent them from taking steps to protect children from the health risks of smoking.

If the federal government were to achieve a settlement in its current lawsuit with the tobacco industry and tobacco settlement money were to become available to California, seven in ten residents support the idea of spending all, most or some of this money to fund community-based public health services (76%), to help pay for the costs of treating people with smoking-related illnesses (71%) and to fund anti-smoking programs (70%).

Seven in ten residents (71%) also feel that smoking by actors and actresses in movies and on TV influences minors to start smoking and by a nearly two to one margin (52% vs. 28%) the public believes the media is having a negative rather than a positive effect on youth’s attitudes about smoking.  A majority (57%) supports establishing either voluntary or government rules or standards regarding how tobacco products are used in movies and on TV.

These are some of the findings from two concurrent surveys of Californians on children and youth issues conducted by The Field Institute for the California Center for Health Improvement (CCHI).  The surveys were funded by a grant to The Field Institute from The California Wellness Foundation as part of its Health Improvement Initiative.

“Californians, including parents and non-parents, are clearly identifying influences they believe encourage smoking by youth and adolescents.  The tobacco industry, politicians and the media should take note,” said Karen Bodenhorn, President and CEO of CCHI.

The following are some of the specific findings from the surveys:

Most Californians believe tobacco companies market cigarettes to minors Californians were asked whether they agreed or disagreed with the following statement, “Tobacco companies do not deliberately market cigarettes to minors.”  Nearly two in three residents (63%) disagree (49% strongly), while just 35% agree.  Majorities of both smokers and non-smokers disagree with this view.

Public cynical about tobacco contributions to politicians:

The public was asked its opinion of the extent to which tobacco company contributions affect politicians’ decisions regarding tobacco-related legislation.  The results show that by a nearly three to one margin (74% to 24%) Californians concur that politicians who accept campaign contributions from tobacco companies are less likely than other politicians to take steps to protect children from the health risks of smoking.

How California should spend any tobacco settlement moneys:

The federal government is currently trying to reach agreement with the tobacco industry in a lawsuit to recover the costs of treating persons with tobacco-related illnesses.  California could potentially receive billions of dollars from such a settlement.  If this were to occur, seven in ten Californians support spending some or all of any such  tobacco settlements moneys to fund community-based public health services (76%), to help pay for the costs of treating people with smoking-related illnesses (71%) and to fund anti-smoking programs (70%).  A somewhat smaller proportion (58%) supports providing additional moneys to help fund other programs already in the state budget.

Celebrities, media have a negative impact on youth vis-à-vis smoking:

There is growing concern in the public health community that portrayals of tobacco use by actors and actresses in television, movies and music videos is sending the wrong message to children and young people that smoking is an acceptable or even a glamorous thing to do. 

The California public generally concurs with this view.  By a 71% to 28% margin residents believe that actors and actresses in movies and on TV are having a great deal or some influence on minors in their decision to start smoking.  In addition, by a nearly two to one margin (52% vs. 28%), the public believes that TV programs, movies, popular music and advertising are having a negative rather than a positive effect on children’s and youth’s
attitudes toward smoking.

When asked their opinions about establishing either voluntary or government standards or rules regarding how tobacco products are used in movies and on TV, a majority of Californians (57%) is supportive of some sort of voluntary or legislative standard, while 41% believe that no rules should be set.

Perceived impact of increasing tobacco taxes on smoking:

In the past year there have been a number of proposals put forth to increase the state’s tobacco tax.  In this survey Californians were asked whether they agree or disagree that, “increasing state or federal tobacco taxes will discourage people from smoking, particularly children and young people.”

Opinions are generally mixed about this, with 53% agreeing, and 46% disagreeing.  However, there are big differences between smokers and non-smokers on this issue. By a nearly two to one margin (63% to 35%) smokers disagree that increasing tobacco taxes will discourage smoking, while non-smokers agree by a 58% to 41% margin.

Two in three feel tobacco is an addictive drug that should be regulated By greater than a two to one margin (68% to 30%) Californians agree that, “tobacco is an addictive drug that should be regulated by the federal Food and Drug Administration, like other drugs.”  However, non-smokers hold different views than smokers on this matter.  Non-smokers agree by a 74% to 24% margin that tobacco is addictive and requires FDA regulation.  By
contrast, smokers are about evenly divided, with 48% agreeing and 51% disagreeing.

For more details regarding the survey contact: 

California Center for Health Improvement
1321 Garden Highway, Suite 210
Sacramento, CA  95833
(916) 646-2149
(916) 646-2151 fax