Exposure to point-of-sale tobacco advertising and children’s observed and reported interest in tobacco advertising: a cross-sectional study in Japan
6 affiliations
- 1University of Tsukuba Institute of Medicine, Tsukuba, Ibaraki, Japan
- 2Transborder Medical Research Center, University of Tsukuba Institute of Medicine, Tsukuba, Ibaraki, Japan
- 3Early Detection, Prevention, and Infections Branch (EPR), International Agency for Research on Cancer, Lyon, France
- 4Division of Population Data Science, National Cancer Center Institute for Cancer Control, Chuo-ku, Tokyo, Japan
- 5Division of Epidemiology, School of Public Health, Tohoku University Graduate School of Medicine, Sendai, Miyagi, Japan
- 6College of Nursing, School of Medicine and Health Sciences, University of Tsukuba, Tsukuba, Ibaraki, Japan
Abstract
Introduction: Despite being a party to the WHO Framework Convention on Tobacco Control, Japan continues to rely largely on voluntary self-regulation of point-of-sale (POS) tobacco advertising. We examined the prevalence of exposure to POS tobacco advertising and children’s observed and reported interest in such advertising in Japan.
Methods: We analysed data from 6921 adults aged ≥18 years who lived with at least one child aged ≤12 years and participated in the 2023 Japan Society and New Tobacco Internet Survey. Weighted prevalence estimates were calculated using inverse probability weighting. Analyses were conducted stratified by adult participants’ tobacco product use status and sex.
Results: Overall, 17.8% (95% CI 16.7% to 19.0%) of adults reported exposure to POS tobacco advertising in the previous 6 months, and 3.1% (95% CI 2.6% to 3.7%) reported observing interest in such advertising among children with whom they lived. Children’s observed interest was more frequently reported among current users of conventional cigarettes or heated tobacco products (6.4%, 95% CI 4.6% to 8.8%) than among those who had never used either product (2.0%, 95% CI 1.5% to 2.7%).
Conclusions: POS tobacco advertising exposure remains common in Japan, and young children are still exposed to tobacco marketing. Mandatory regulation of POS tobacco advertising should be implemented to protect children from early exposure to tobacco marketing.
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BibTeX
@article{isaka2026exposure,
title = {{Exposure to point-of-sale tobacco advertising and children’s observed and reported interest in tobacco advertising: a cross-sectional study in Japan}},
author = {Yukari Isaka and Kayo Togawa and Takahiro Tabuchi and Keito Tsuno and Kota Katanoda},
journal = {BMJ Public Health},
year = {2026},
month = nov,
doi = {10.1136/bmjph-2026-005451},
url = {https://doi.org/10.1136/bmjph-2026-005451},
note = {CC BY-NC 4.0},
}
RIS
TY - JOUR
TI - Exposure to point-of-sale tobacco advertising and children’s observed and reported interest in tobacco advertising: a cross-sectional study in Japan
AU - Yukari Isaka
AU - Kayo Togawa
AU - Takahiro Tabuchi
AU - Keito Tsuno
AU - Kota Katanoda
PY - 2026
DA - 2026/11/03
JO - BMJ Public Health
DO - 10.1136/bmjph-2026-005451
UR - https://doi.org/10.1136/bmjph-2026-005451
AB - Introduction: Despite being a party to the WHO Framework Convention on Tobacco Control, Japan continues to rely largely on voluntary self-regulation of point-of-sale (POS) tobacco advertising. We examined the prevalence of exposure to POS tobacco advertising and children’s observed and reported interest in such advertising in Japan. Methods: We analysed data from 6921 adults aged ≥18 years who lived with at least one child aged ≤12 years and participated in the 2023 Japan Society and New Tobacco Internet Survey. Weighted prevalence estimates were calculated using inverse probability weighting. Analyses were conducted stratified by adult participants’ tobacco product use status and sex. Results: Overall, 17.8% (95% CI 16.7% to 19.0%) of adults reported exposure to POS tobacco advertising in the previous 6 months, and 3.1% (95% CI 2.6% to 3.7%) reported observing interest in such advertising among children with whom they lived. Children’s observed interest was more frequently reported among current users of conventional cigarettes or heated tobacco products (6.4%, 95% CI 4.6% to 8.8%) than among those who had never used either product (2.0%, 95% CI 1.5% to 2.7%). Conclusions: POS tobacco advertising exposure remains common in Japan, and young children are still exposed to tobacco marketing. Mandatory regulation of POS tobacco advertising should be implemented to protect children from early exposure to tobacco marketing.
SN - 2753-4294
ER -