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Original Research

Tobacco Brand Names and Logos Recognition by First Grade Schoolchildren

Mohammed K. AlShehri, Mohammed D. AlAhmari.


Background and Aims: Prosmoking messages, delivered through smoking parents, media and other exposure factors, can reach very young children and influence attitudes and behaviors toward smoking. This study aimed to assess the ability of First grade of primary schoolchildren to recognize tobacco products and logos of widely advertised tobacco products compared with other common commercial products.

Methods: Cross-sectional survey in classroom settings using a questionnaire designed to measure 3 popular tobacco products and logos for 3 common commercial products (1 food, 1 beverage, and 1 restaurant brand) were conducted in primary schools at different regions nationwide. The students were instructed individually under the supervision of the researcher and their teachers about each logo with one of 6 products pictured on an A4 colored paper and the answers were recorded.

Results: The sample consisted of 1,369 students, of whom 47.5% were girls. In general, overall tobacco recognition rate was much lower than other products reaching 53%, which was statistically significant (p=0.0001). Boys showed a higher recognition rate to cigarette brands than girls that was statistically significant (p=0.002).

Conclusions: The majority of first-grade school children are familiar with tobacco brands. This study’s findings suggest that children are widely exposed to tobacco products and promotion. More effective regulations are needed to combat a generation of nicotine addicts.

Key words: Tobacco; Children; Cigarette; Brand recognition; Saudi Arabia

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