A UK study - so probably one you already have:

15. Aitken PP, Leathar DS, Squair SI. Children's awareness of cigarette brand sponsorship of sports and games in the UK. Health Educ Res 1986;1:203-11. Notes : NA- Advertising Research Unit, Department of Marketing, University of Strathclyde, Glasgow G4 0RQ, UK AB- This study explores children's awareness of cigarette brand sponsorship of sporting events in the UK. Individual interviews were conducted with 726 children aged between 6 and 17 in Glasgow, UK. Thefindings indicate that the majority of children have some understanding of the meaning of 'sponsorship' by the late primary/early secondary years. About a third of the 10- and 11-year-olds and more than half of the secondary school children were able toname cigarette brands and sponsored sports. The brands and sports most frequently mentioned were John Player Special and motor racing, Embassay and snooker, Benson and Hedges and snooker, Marlboro and motor racing. Only 9% of the primary school children named Marlboro or John Player Special as sponsoring motor racing. Nevertheless, 47% of them pointed to advertisements for these brands (which did not refer to motor racing) as being liked by 'someone who likes excitement and fast racing cars'. This suggests that associations between brand names (or their visual cues) and exciting sports can beelicited by simple advertisements. That such associations can be elicited even in children of primary school age is a cause for concern. There were no significant differences between smokers and non-smokers in their awareness of brand sponsorship. This probably reflects the all-pervasive nature of cigarette sponsorship of sports and games.

This review only quotes the Smee report on the estimated effects of the advertising bans in Canada and New Zealand:

1. Stead M, Hastings G, Tudor-Smith C. Preventing adolescent smoking: a review of options. Health Educ J 1996;55(1):31-55.

3. Evans N, Farkas A, Gilpin E, Berry C, Pierce JP. Influence of tobacco marketing and exposure to smokers on adolescent susceptibility to smoking. J Nat Cancer Inst 1995;87(20):1538-45. Notes : 0027-8874 ENGLISH BACKGROUND: Today the uptake of smoking is primarily an adolescent pursuit. Awareness of tobacco advertising and promotion is high, and evidence suggests that it plays a role in adolescent smoking uptake. PURPOSE: We evaluated the influence of tobacco advertising and promotion and exposure to smokers on never-smoking adolescents' susceptibility to smoking. METHODS: We used data on 3536 adolescent never smokers (those who had never even puffed on a cigarette) from the 1993 California Tobacco Survey. That survey questioned adolescents about smoking history and inclinations. For this analysis, we defined as susceptible to smoking those never smokers who said on the survey that they could not rule out independently deciding to try a cigarette soon or smoking one offered by a friend. Also for this analysis, we devised two indices: 1) a 5-point index of an individual's receptivity to tobacco advertising as determined by the number of positive responses to five survey items (recognition of advertising messages, having a favorite advertisement, naming a brand he/she might buy, owning a tobacco-related promotional item, and willingness to use a tobacco-related promotional item) and 2) an index classifying an individual's reported exposure to family and peer smoking into one of four levels. Using logistic regression, we assessed the independent importance of our indices in predicting susceptibility to smoking after adjustment for sociodemographic variables, including age, sex, and race/ethnicity, and for perceived school performance. Tests of statistical significance were two-sided. RESULTS: Receptivity to tobacco advertising and exposure to smokers were independently associated with susceptibility to smoking, but the relationship appeared stronger for receptivity to advertising. Adolescents exposed to family members and peers (n = 489) who smoked were 1.89 (95% confidence interval [CI] = 1.30-2.74) times as likely to be susceptible, whereas adolescents who scored 4 or more on the Index of Receptivity to Tobacco Marketing (n = 361) were 3.91 (95% CI = 2.38-6.42) times as likely to be susceptible as those who scored 0. Even adolescents who scored 2 (n = 1090) were 2.03 (95% CI = 1.31-3.15) times as likely to be susceptible. There was no interaction effect between score on the Index of Receptivity to Tobacco Marketing and exposure to smokers. CONCLUSION: Our results support the hypothesis that tobacco marketing may be a stronger current influence in encouraging adolescents to initiate the smoking uptake process than exposure to peer or family smokers or sociodemographic variables including perceived school performance 96003709.

This one looks useful but I don't have a copy and you probably know of it:

5. Hastings GB, Aitken PP. Tobacco advertising and children's smoking: a review of the evidence. European Journal of Marketing 1995;29(11):6-17.

6. Unger JB, Johnson CA, Rohrbach LA. Recognition and liking of tobacco and alcohol advertisements among adolescents: relationships with susceptibility to substance use. Prev Med 1995;24(5):461-6. Notes : 0091-7435 ENGLISH BACKGROUND. Exposure to tobacco and alcohol advertising has been associated with adolescent substance use. However, it is not clear whether favorable reactions to advertising are an antecedent to or a consequence of substance use. This study investigated relationships between adolescents' levels of susceptibility to substance use and their recognition and liking of tobacco and alcohol advertising. METHOD. Eighth-grade students viewed pictures of tobacco and alcohol advertisements with brand names and identifying information obscured, attempted to identify the brand name and type of product being advertised, and rated their liking of the advertisements. Subjects were divided into three substance use status groups: nonsusceptible nonusers (have never used and do not intend to do so), susceptible nonusers (have not used but have not made a firm commitment not to experiment in the future), and users (have tried the substance). RESULTS. Susceptible nonusers liked the tobacco advertisements at a level that was significantly greater than that of the nonsusceptible nonsmokers and comparable to that of the users. Liking of the alcohol advertisements generally increased with alcohol use status. CONCLUSIONS. These results suggest that tobacco advertisements ostensibly targeted to adult smokers may have the effect of recruiting new adolescent smokers JOURNAL-ARTICLE 96089873.

7. Hastings GB, Ryan H, Teer P, MacKintosh AM. Cigarette advertising and children's smoking: why Reg was withdrawn [see comments]. Br Med J 1994;309(6959):933-7. Notes : Comment in: BMJ 1994 Oct 8;309(6959):890-1 Centre for Social Marketing, University of Stratchclyde, Glasgow 0959-8138 ENGLISH ENGLAND OBJECTIVE--To examine the appeal of the Embassy Regal "Reg" campaign to young people. DESIGN--Three quantitative surveys and one piece of qualitative research: (a) self completion questionnaire administered in classrooms, (b) questionnaire led interviews with children, (c) questionnaire led interviews with adults, and (d) group discussions with children and adults. SETTINGS--(a) Secondary and middle schools in England; (b) north of England, Scotland, and Wales; (c) north of England, Scotland, and Wales; and (d) Glasgow. SUBJECTS--(a) 5451 schoolchildren aged 11-15 recruited by stratified random sampling; (b) 437 children aged 5-10 recruited by quota sampling; (c) 814 adults aged 15-65 recruited by quota sampling; and (d) 12 groups of children aged 10-15, three groups of adults aged 18-24, and three groups of adults aged 35-55. RESULTS--Children were familiar with cigarette advertising and in particular the Reg campaign. Although younger children struggled to understand the creative content of the adverts, older and smoking children could understand and appreciate the humour. They considered Reg to be amusing and could relate to the type of joke used in the advert. In addition Reg's flippant attitude towards serious issues appealed to the children. While adults aged 18-24 understood the campaign they did not identify with it, and 35-55 year olds (the campaign's supposed target) were unappreciative of the campaign. CONCLUSIONS--The Reg campaign was getting through to children more effectively than it was to adults and held most appeal for teenagers, particularly 14-15 year old smokers. It clearly contravened the code governing tobacco advertising, which states that advertising must not appeal to children more than it does to adults, and it may have had a direct impact on teenage smoking. In view of these findings the Advertising Standards Authority's decision to withdraw the Reg campaign seems appropriate JOURNAL-ARTICLE 95038076 9502 AIM.

8. Pierce JP, Lee L, Gilpin EA. Smoking initiation by adolescent girls, 1944 through 1988. An association with targeted advertising [see comments]. JAMA 1994;271(8):608-11. Notes : Comment in: JAMA 1994 Feb 23;271(8):629-30 0098-7484 ENGLISH OBJECTIVE--To identify trends in smoking initiation among persons aged 10 to 20 years that might reflect the impact of specific targeting of tobacco advertising to women. DESIGN--Data from the National Health Interview Surveys on age of initiation of smoking (survey years 1970, 1978, 1979, 1980, 1987, and 1988) were used to construct age-specific rates of smoking initiation for males and females aged 10 to 20 years from 1944 through the middle 1980s. The raw rates were smoothed to allow trends to be more easily identified. PARTICIPANTS--Information from 102,626 respondents was used. RESULTS--In 18- to 20-year-old women, initiation rates peaked in the early 1960s and steadily declined thereafter. In girls younger than 18 years, smoking initiation increased abruptly around 1967, when tobacco advertising aimed at selling specific brands to women was introduced. This increase was particularly marked in those females who never attended college (1.7-fold higher). Initiation rates for females younger than 18 years peaked around 1973, at about the same time sales of these brands peaked. After a steep postwar (1944 to 1949) decline, initiation rates in 18- to 20-year-old men did not decrease until the middle to late 1960s. Initiation rates for boys younger than 16 years showed little change during the entire study period. CONCLUSIONS--The tobacco advertising campaigns targeting women, which were launched in 1967, were associated with a major increase in smoking uptake that was specific to females younger than the legal age for purchasing cigarettes 94133391.

9. DiFranza JR, Richards JW, Paulman PM, Wolf Gillespie N, Fletcher C, Jaffe RD, Murray D. RJR Nabisco's cartoon camel promotes camel cigarettes to children [published erratum appears in JAMA 1992 Oct 21;268(15): 2034] [see comments]. JAMA 1991;266(22):3149-53. Notes : Comment in: JAMA 1991 Dec 11;266(22):3185-6. Comment in: JAMA 1992 Jun 24;267(24):3282; discussion 3282-4. Comment in: JAMA 1992 Jun 24;267(24):3284 0098-7484 ENGLISH OBJECTIVES--To determine if RJR Nabisco's cartoon-theme advertising is more effective in promoting Camel cigarettes to children or to adults. To determine if children see, remember, and are influenced by cigarette advertising. DESIGN--Use of four standard marketing measures to compare the effects of Camel's Old Joe cartoon advertising on children and adults. SUBJECTS--High school students, grades 9 through 12, from five regions of the United States, and adults, aged 21 years and over, from Massachusetts. OUTCOME MEASURES--Recognition of Camel's Old Joe cartoon character, product and brand name recall, brand preference, appeal of advertising themes. RESULTS--Children were more likely to report prior exposure to the Old Joe cartoon character (97.7% vs 72.2%; P less than .0001). Children were better able to identify the type of product being advertised (97.5% vs 67.0%; P less than .0001) and the the Camel cigarette brand name (93.6% vs 57.7%; P less than .0001). Children also found the Camel cigarette advertisements more appealing (P less than .0001). Camel's share of the illegal children's cigarette market segment has increased from 0.5% to 32.8%, representing sales estimated at $476 million per year. CONCLUSION--Old Joe Camel cartoon advertisements are far more successful at marketing Camel cigarettes to children than to adults. This finding is consistent with tobacco industry documents that indicate that a major function of tobacco advertising is to promote and maintain tobacco addiction among children 92065544.

10. Pierce JP, Gilpin E, Burns DM, Whalen E, Rosbrook B, Shopland D, Johnson M. Does tobacco advertising target young people to start smoking? Evidence from California [see comments]. JAMA 1991;266(22):3154-8. Notes : Comment in: JAMA 1991 Dec 11;266(22):3185-6. Comment in: JAMA 1992 Jun 24;267(24):3282; discussion 3282-4 0098-7484 ENGLISH OBJECTIVE--To evaluate whether tobacco advertising encourages teenagers younger than 18 years to start smoking. DESIGN--Comparison of 1990 California telephone survey data with data from a 1986 national telephone survey (both used a random-digit dialing system); 95% confidence intervals were calculated. To test our hypothesis, we considered whether the perception of advertising was related to age, whether the pattern of market share across age and sex groups followed the pattern of perceived advertising, and whether changes in market share paralleled changes in advertising as perceived by the youngest age group. PARTICIPANTS--There were 24,296 adults and 5040 teenagers. RESULTS--The most advertised brands of cigarettes were Marlboro, according to 33.6% of adults and 41.8% of teenagers, and Camel, according to 13.7% of adults and 28.5% of teenagers--named most often by 12- to 13-year-olds (34.2%). The brands that were purchased most often were Marlboro and Camel. Together these were the brands of choice of 79.9% of males and 85% of females aged 12 through 17 years. Marlboro's market share increased in youths and young adults up to age 24 years and then decreased gradually with age; Camel's market share decreased abruptly with age: it was the brand of choice of 24.5% +/- 5.8% of males aged 12 through 17 years but was chosen by only 12.7% +/- 3.6% of males aged 18 through 24 years; for females, 21.7% +/- 13.7% aged 12 through 17 years chose Camels, while only 5.5% +/- 3.2% aged 18 through 24 years preferred this brand. Both Marlboro and Camel brands had a higher market share in California in 1990 compared with that for the United States in 1986. Of interest is that the market share for Camel increased among the younger smokers but was more evenly distributed for Marlboro. CONCLUSIONS--Perception of advertising is higher among young smokers; market-share patterns across age and sex groups follow the perceived advertising patterns; and changes in market share resulting from advertising occur mainly in younger smokers. Cigarette advertising encourages youth to smoke and should be banned 92065545.

11. Chapman S. The limitations of econometric analysis in cigarette advertising studies. Br J Addict 1989;84(11):1267-74. Notes : 0952-0481 ENGLISH Econometric analysis of the relationship between advertising and smoking has assumed a position of prominence in debate between public health and tobacco industry interests. Econometric methods are intrinsically limited in their ability to address the essential qualitative nature of advertising because they are obliged to assign arbitrary quantitative values to a medium where such assignation is highly debatable. The same problems occur when econometric methods attempt to assign values to other qualitative variables like health education campaigns and changing cultural factors relevant to smoking. Rather than commencing with the question 'what does advertising to do people', an alternative research paradigm which asks 'what do people do with advertising' should underpin research into advertising 'effects' 90089630.

12. Davis S, McLean S. Smoking habits and beliefs, and attitudes to cigarette advertisements, amongst grade 6 children. Community Health Studies 1987;11:35-40. Notes : NA- School of Pharmacy, University of Tasmania, Hobart 7001, Australia AB- The major finding of this study is that tobacco promotion is reachingand presumably influencing very young children, contrary to the tobacco industry's voluntary code of advertising.

13. Goldstein AO, Fischer PM, Richards JW Jr, Creten D. Relationship between high school student smoking and recognition of cigarette advertisements. J Pediatr 1987;110:488-91. Notes : NA- Department of Family Medicine, Medical College of Georgia, Augusta, GA 30912, USA AB- We report the results of a study examining the level of advertisementrecognition and tobacco experimentation in a group of U.S. high school students. Students who smoked as few as one cigarette per weekwere found to identify a preferred cigarette brand. One brand of cigarettes accounted for 76% of all preferred brands. A dose-responserelationship was found between smoking level and cigarette advertisement recognition, with regular smokers recognizing 61.6% of advertents, compared with only 33.2% for nonsmokers. These data have potential implications for youth smoking prevention programs. Future research is needed to explain this association and to establish whether cigarette advertising and adolescent smoking are causally related.