ALMOST a third of North-East schoolchildren who took part in a new charity survey have admitted that they have received free gifts from tobacco companies, triggering calls for tougher action against the industry.
According to the Cancer Research Campaign (CRC) the results of a survey of 629 youngsters, aged between 15 and 16, from Newcastle, show that voluntary regulations are not protecting them from marketing by the tobacco industry.
It led to calls from the campaign for politicians from all parties to keep a ban on tobacco marketing high on the political agenda in the run up to the General Election.
The study, by researchers funded by CRC, shows that large numbers of 15 and 16-year-olds are not only aware of tobacco marketing tactics, but are actively participating in them.
The more activities they take part in - such as buying tobacco-branded clothing or collecting coupons - the more likely they are to smoke.
The survey found that almost a third of the young people quizzed have received free gifts through coupon schemes; more than a quarter have received special price offers for cigarettes; and about one in ten has received free gifts at events.
Professor Gerard Hastings, of the CRC's Centre for Tobacco Control Research, at Strathclyde University, said: "Although tobacco manufacturers insist they are not directly targeting youngsters, the study shows beyond a shadow of a doubt that young people are aware of tobacco messages, and provides scientific evidence that they encourage smoking in 15 and 16 year olds."
Prof Hastings said a tobacco regulatory authority should be set up "to see that the law is enforced, policed and flexibly interpreted in the future".
The news comes as the House of Lords is debating the Tobacco Advertising and Promotion Bill, and follows research showing teenagers are more likely to take up smoking if their favourite movie stars are smokers.
Prof Hastings's research, which was carried out with the help of Newcastle and North Tyneside Health Authority, is published in today's British Medical Journal
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