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Through clever marketing, tobacco companies associate their products with concepts like freedom, relaxation and success, enticing consumers to associate smoking with positive experiences. According to recent studies, these marketing materials seem more effective on certain demographics.

Research conducted by a Rutgers Health researcher sheds light on the nuanced relationship between sexual minority populations and tobacco marketing. In two separate studies, researchers looked into how lesbian, gay and bisexual (LGB) people, especially women, respond to tobacco marketing, use tobacco, and their cessation struggles. To do this, they used national datasets like the Population Assessment of Tobacco and Health Study and the National Survey on Drug Use and Health.

The impact of tobacco marketing on LGB people

Understanding the impact of tobacco marketing on sexual minority populations is crucial due to their disproportionate tobacco use compared to heterosexual people. Previous studies suggest targeted advertising as a potential factor. This research aimed to investigate the receptivity of sexual minorities to tobacco ads.

The studies, unique in their focus on subgroups within the LGB community rather than treating them as a monolith, revealed notable findings. Lesbian, gay and bisexual women exhibited higher receptivity to tobacco marketing overall, with bisexual women being particularly susceptible to marketing for various tobacco products compared to heterosexual women. Among men, gay men were more receptive to cigar and e-cigarette advertising than heterosexual men.

Smoking behavior among sexual minority women

In terms of smoking behavior, sexual minority women, especially bisexual women, showed higher smoking rates and faced greater challenges in quitting compared to heterosexual women. The disparity in smoking prevalence between lesbian/gay and bisexual women and heterosexual women exceeded that between sexual minority men and heterosexual men.