Tobacco-Free Living Goes to College

Baton Rouge, LA, August 22, 2007 The Louisiana Campaign for Tobacco-Free Living (TFL) is providing $25,000 grants to up to 16 Louisiana colleges and universities for the 07- 08 school year to support the development of programs and policies designed to help prevent initiation of tobacco use, promote cessation services for students and faculty who are ready to quit, and advocate for 100% tobacco-free campus environments. Funds will be offered on an annual basis and funded institutions may reapply annually for a period of up to three years.

According to the Centers for Disease Control (CDC), 28 percent of men and 20.7 percent of women between ages 18 and 24 reported smoking every day or some days—the highest smoking rate of all age groups. The vast majority say they plan to quit within ten years. However, the actual number of tobacco users in this age group may be even greater due to the fact that many smoke only on occasion and therefore dont consider themselves smokers.

A study published in the August 2007 issue of Nicotine & Tobacco research shows that 56 percent of college students ages 18 – 24 who smoke cigarettes deny being smokers. Instead, they identify themselves as casual or social smokers who smoke infrequently and are not addicted to cigarettes.

It used to be a widely held belief that long term tobacco use is what leads to addiction, however, we now know that nicotine addiction, which can develop from smoking as little as a few cigarettes a month, is what leads to long term use, says Dr. Charles Brown, MD, Chairman of the TFL steering committee. The lack of understanding by young adults about the dangers of casual smoking is resulting in a growing number of young adults that leave college not only with a degree, but also with an addiction that may take 20 years to a lifetime to overcome, adds Brown.

In the wake of the 1998 Master Settlement Agreement between major tobacco companies and state Attorney Generals, the tobacco industry is now openly targeting the youngest, legal consumer group (ages 18-24) with aggressive marketing and promotional tactics in bars, nightclubs and college social events. A 2004 study in the American Journal of Public Health contends that tobacco industry sponsored events and promotional offers encourage the initiation or progression of tobacco use among college students, especially those who are not already smoking regularly when they enter college. Experimentation with smoking and other tobacco products in college is a process that can extend occasional smoking into a full blown habit. In Louisiana alone, the tobacco industry spends more than 291.5 million on marketing annually.

College and university grant funds provided by TFL will be used to support campus-wide activities that include advocating against the acceptance of tobacco industry monies as either a donation or sponsorship, establishing student-based coalitions to develop support for tobacco-free campus policies, and participating in annual statewide tobacco awareness events including Great American Smoke-out (November), Kick Butts Day (April), World No Tobacco Day (May). Prohibiting tobacco industry funding and sponsorship of college related events and research is an important first step to removing smoking and tobacco use from the social norm at the college level, says Pam Malveaux, Baton Rouge Area Regional Coordinator for TFL. With support from The Louisiana Campaign for Tobacco-Free Living, colleges and universities across the state will work to build on the success of The Louisiana Smoke-Free Air Act and create new norms including 100% tobacco-free campus policies.

College campuses are the first legal playground for young adults to experiment with tobacco and the tobacco industry knows it, adds Malveaux. With aggressive, targeted marketing in college bars and social events, the tobacco industry is linking alcohol with tobacco to create the impression that tobacco use is a normal, expected part of young adults social lives. Unfortunately, many students dont realize that they are prey to a powerful industry that sets out to actively recruit young adults to become daily tobacco users and the consequences can be deadly.