Cigarette smoking contributes to nearly 1 in 5 deaths in the United States and myriad health problems.1 Among the 16.8% of US adults who currently smoke, nearly 90% began to do so before they were 18 years old.2 At this age, brain development is incomplete, and youth lack full ability to make sound decisions.3 Once they begin to smoke, it can be very difficult to stop.4 Thus, it is critical to minimize prosmoking influences in young lives.

In “Receptivity to Tobacco Advertising and Susceptibility to Tobacco Products Among US Adolescents,” Pierce et al5 address 1 important influence. Using early data from the Population Assessment of Tobacco and Health (PATH) study, they provide evidence that moderate to high levels of receptivity to advertising for tobacco products other than cigarettes is associated with susceptibility to cigarette smoking. Pierce et al5 also found that nearly half of...

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