This article examines the effects that tobacco advertising may have on adolescents' orientations to smoking. First, the literature on the influence of tobacco advertising on smokers and the determinants of initial smoking behaviour is surveyed. Second, the findings of an empirical investigation of 260 young people and 198 adults, designed to discover whether or not adolescents are more strongly influenced by tobacco advertising than adults, are presented. Despite the restrictions that have been imposed on tobacco advertising in Belgium for years, the results show that tobacco manufacturers are still able to reach adolescents and to influence the juvenile consumer pattern.
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