Advertisement and knowledge of tobacco products among Ellisras rural children aged 11 to 18 years: Ellisras Longitudinal study

BACKGROUND Tobacco products use is the leading cause of chronic diseases morbidity and mortality. This study explores an exposure to tobacco advertisements factors and knowledge, an association with snuff/pipe usage and cigarette smoking among Ellisras rural children aged between 11 to 18 years. METHODS A total of 1654 subjects (854 boys and 800 girls) who were part of the Ellisras Longitudinal Study completed the questionnaire. RESULTS A significant (p < 0.05) number of boys (11.7%) compared to girls (8.8%) received free cigarettes from the members of the community. Bill boards were successful in advertising tobacco products among the Ellisras rural boys (17% boys and 12.8% for girls, p < 0.022). Multivariate analyses found significant association between cigarette smoking (OR = 1.7 95%CI 1.1-2.7 and Model 2 OR 1.6 95%CI 1.0-2.6 adjusted for age and gender) and advertisements of tobacco products on the TV screens, videos or movies. CONCLUSIONS Exposure to tobacco products advertisements was high among Ellisras rural children. Though tobacco products legislation exists in South Africa, efforts should be taken by the health professionals to emphasize the danger of using tobacco products even among the illiterate. Teachers and parents should refrain from advertising tobacco products at schools and at homes.