Home Medizin Lesbische, schwule und bisexuelle Frauen reagieren positiver auf Tabakmarketing

Lesbische, schwule und bisexuelle Frauen reagieren positiver auf Tabakmarketing

von NFI Redaktion

Recent studies conducted by a researcher at Rutgers Health found that individuals who identify as lesbian, gay, and bisexual – particularly women – show a more positive response to tobacco marketing, are more inclined to smoke cigarettes daily, and may find it harder to quit.

The studies, published in the Annals of Public and Population-Based LGBTQ Health and Preventive Medicine Reports, analyzed data from two large national datasets, including the Population Assessment of Tobacco and Health Study and the National Survey on Drug Use and Health, to examine how some LGBTQ individuals react to tobacco marketing, consume tobacco, and try to quit smoking.

Ollie Ganz, a faculty member at the Rutgers Institute for Nicotine and Tobacco Studies and Assistant Professor at the Rutgers School of Public Health and lead author of the studies, discussed the implications of the results for future policies.

Why is it important to specifically study how sexual minority populations are targeted with tobacco marketing?

Previous studies have shown that individuals belonging to a sexual minority are more likely to use tobacco products than heterosexual individuals. This may be due to tobacco companies specifically targeting this population with advertising and promotions, but the effects have not been comprehensively studied. The main thing we wanted to understand in this study is that given the fact that individuals belonging to sexual minorities are exposed to more tobacco advertising than heterosexuals, there are also differences in how receptive they are to the advertising, such as a positive response to ads.

What did your study find regarding tobacco marketing among sexual minority populations?

A unique aspect of our study is that we were able to examine subgroups of the LGB population – gay men, bisexual men, lesbian/gay women, and bisexual women – instead of considering them as one group. When looking at these subgroups, we found that overall, lesbian/gay and bisexual women were more open to the marketing of tobacco products, and that bisexual women – not lesbian/gay women – were more receptive to the marketing of cigarettes, cigars, e-cigarettes, and smokeless tobacco compared to heterosexual women.

For men, we found that gay men, but not bisexual men, were more receptive to cigar advertising compared to heterosexual men. We also found that gay and bisexual men were more open to e-cigarette advertising compared to heterosexual men.

In the Preventive Medicine Reports study, you also examined subgroups of the LGB population but focused on cigarette consumption behavior. What were your findings?

We found that women belonging to a sexual minority – especially bisexual women – were more likely to smoke and found it harder to quit compared to heterosexual women. We also found that the differences in cigarette smoking prevalence between lesbian/gay and bisexual women and heterosexual women were much greater than between men belonging to a sexual minority and heterosexual men.

These findings highlight the need for more support to specifically help women from sexual minorities quit smoking – especially bisexual women. This population presents unique challenges, such as higher mental health issues, and there is a need for more resources and tailored interventions to support them in smoking cessation.

How can these findings influence future policies?

In order for tobacco control measures and regulations as well as public education campaigns to be effective, they must be able to identify the populations at greatest risk for tobacco use. They also need a range of evidence to identify the factors contributing to increased use in these populations so that effective messages and policies can be developed to directly address these factors.


Journal References:

  • Ganz, O., et al. (2024) Differences in susceptibility to tobacco advertising among young adults by sexual identity and gender: Results from the Population Assessment of Tobacco and Health Study. Annals of Public and Population-Based LGBTQ Health. doi.org/10.1891/LGBTQ-2022-0036.
  • Ganz, O., et al. (2024). Cigarette smoking behavior and nicotine dependence at the intersection of sexual identity and gender in the United States: Results from the National Survey on Drug Use and Health. Preventive Medicine Reports. doi.org/10.1016/j.pmedr.2024.102593.

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