云南省成人媒体控烟信息及烟草广告暴露状况调查  

Investigation on Smoking Control Information and Tobacco Advertising Exposure from Media Among Adult Residents in Yunnan Province

作　　者：刘毅 陈平 张寒蕾 段勇 Liu Yi;Chen Ping;Zhang Hanlei;Duan Yong(Yunnan Provincal Center for Population and Health Publicity and Education,Kunming 650118,China)

机构地区：[1]云南省人口和卫生健康宣传教育中心,昆明650118

出　　处：《健康教育与健康促进》2023年第5期454-457,463,共5页Health Education and Health Promotion

基　　金：中央转移支付健康素养促进行动项目。

摘　　要：目的了解云南省成人媒体控烟信息覆盖及烟草广告暴露的情况,为进一步开展控烟媒体宣传提供依据。方法采用分层多阶段整群概率抽样法,在云南省抽取24个项目点6369名≥15岁的常住居民进行入户问卷调查。结果云南省有64.4%的成人在过去30天看到过控烟信息;看到控烟信息的三种主要途径为电视(56.4%)、广告牌(33.7%)和报纸杂志(15.8%);不同性别、居住地、年龄和教育水平人群的控烟信息暴露率差异有统计学意义(P<0.05)。烟草广告暴露率为22.6%,最主要的三种暴露途径是影视录像视频(60.7%)、销售卷烟的商店(7.0%)和电视(5.7%);不同性别、居住地、年龄和教育水平人群的烟草广告暴露率差异均有统计学意义(P<0.05)。结论云南省成人媒体控烟信息覆盖率较低,烟草广告暴露率则较高,且仍存在烟草广告赞助和促销活动。相关部门应严格执行现有的控烟法律法规,并加强媒体控烟能力建设。Objective To understand the condition of coverage of adult media smoking control information and tobacco advertising exposure in Yunnan Province,and provide a basis for further tobacco control media promotion.Methods The questionnaire survey was conducted among 6369 residents aged 15 years and above from 24 project sites in Yunnan Province by stratified multi-stage cluster probability sampling method.Results The proportion of adults who had seen tobacco control messages in the past 30 days was 64.4%;the three main ways were television(56.4%),billboards(33.7%),and newspapers/magazines(15.8%);there were statistically significant differences in the exposure rate of smoking control information among people of different genders,places of residence,ages,and educational levels(P<0.05).The exposure rate of adult tobacco advertising was 22.6%;the three main ways of exposure were watching smoking in movies and videos(60.7%),stores selling cigarettes(7.0%),and television(5.7%);there were statistically significant differences in tobacco advertising exposure rates among people of different genders,places of residence,ages,and educational levels(P<0.05).Conclusion The coverage rate of adult media smoking control information in Yunnan Province is relatively low,while the exposure rate of tobacco advertising is relatively high,and there are still tobacco advertising sponsorship and promotional activities.Relevant departments should strictly implement existing smoking control laws and regulations,and strengthen the construction of media smoking control capabilities.

关 键 词：控烟信息 烟草广告 烟草促销 

分 类 号：R193.3[医药卫生—卫生事业管理]