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目的了解北京、沈阳、上海、长沙、广州和银川六城市媒体控烟宣传现状,为我国进一步开展媒体控烟宣传提供依据。方法使用多阶段抽样法在六城市抽取4815名成年吸烟者和1270名成年非吸烟者进行入户调查,计算媒体控烟宣传的暴露率及各种媒介中的暴露率,使用多因素Logistic回归分析研究媒体控烟宣传暴露的影响因素。结果有69.1%的吸烟者在过去6个月中看到过媒体控烟宣传。媒体控烟宣传暴露比例较高的媒体为电视(64.6%)、烟盒包装(50.5%)、报纸杂志(45.6%)和广播(38.1%),看到控烟宣传比例较低的场所为互联网(17.1%)和街头摊贩(11.6%)。多因素Logistic回归分析发现,地域、年龄、文化程度和每日吸烟量是影响吸烟者看到控烟宣传的重要因素。广州的吸烟者相对于北京的吸烟者更不容易看到媒体控烟宣传(OR=0.54,95%CI:0.34～0.86);41～55岁(OR=0.44,95%CI:0.20～0.96)以及56岁以上年龄组(OR=0.36,95%CI:0.16～0.81)相对于18～25岁年龄组的吸烟者更不容易看到媒体控烟宣传;初中及高中学历组(OR=1.43,95%CI:1.09～1.87)及大专及以上学历组(OR=1.61,95%CI:1.16～2.25)相对于初中及以下学历组更容易看到媒体控烟宣传;而每日吸烟量为11～20支组(OR=0.82,95%CI:0.70～0.97)及30支以上组(OR=0.68,95%CI:0.49～0.95)相对于10支以下组更不容易看到控烟宣传。结论中国目前媒体控烟宣传已经取得了一定得成效,但各地区之间的宣传效果存在差异,建议我国制定统一、长效的媒体控烟宣传策略,同时应加强在公共场所控烟宣传的力度。
Objective To understand the status of tobacco control publicity in the media in Beijing, Shenyang, Shanghai, Changsha, Guangzhou and Yinchuan, and to provide evidences for our country to further promote tobacco control. Methods A total of 4,815 adult smokers and 1270 adult non-smokers were enrolled in the six cities by multi-stage sampling method to investigate the exposure rate of tobacco control publicity and the exposure rate in various media. Multivariate logistic regression analysis Influencing factors of tobacco control publicity exposure. As a result, 69.1% of smokers saw the media’s tobacco control propaganda in the past 6 months. Media (64.6%), packs of cigarettes (50.5%), newspapers and magazines (45.6%) and radio (38.1%) reported a high percentage of tobacco control publicity exposure. The Internet (17.1 %) And street vendors (11.6%). Multivariate Logistic regression analysis found that geographical, age, educational level and daily amount of smoking are the important factors that affect smokers to see tobacco control publicity. Compared with smokers in Beijing, smokers in Guangzhou were less likely to get media-controlled tobacco advertising (OR = 0.54, 95% CI: 0.34-0.86); 41-55 (OR = 0.44, 95% CI: 0.20-0.96) Tobacco control in the age group of 56 and over (OR = 0.36, 95% CI: 0.16-0.81) was less likely to be seen in the media than in the age group of 18-25 years. There was a significant difference between the junior high school and high school education group (OR = 1.43, 95% CI: 1.09-1.87) and college degree (OR = 1.61, 95% CI: 1.16-2.25). Compared with junior high school and below academic qualifications, it is easier to see the media’s tobacco control publicity; while the daily smoking amount is 11-20 (OR = 0.82, 95% CI: 0.70-0.97) and more than 30 patients (OR = 0.68, 95% CI: 0.49-0.95). Conclusion China’s current tobacco control campaign has achieved some success. However, there are differences in the effectiveness of publicity among different regions. We suggest that China should formulate a unified and long-term media control strategy for tobacco control. At the same time, publicity on tobacco control should be strengthened.