A Community-based Assessment of Exposure to Tobacco Advertising, Promotion and Sponsorship (TAPS) among Adults Residing in an Urbanized Village in Delhi, India.

Abstract

Background: A comprehensive ban on tobacco advertising, promotion, and sponsorship (TAPS) is known to significantly reduce tobacco consumption and has been incorporated into the Framework Convention on Tobacco Control since 2003. Though Indian legislation also comprehensively bans TAPS, existing literature indicates poor and non-uniform implementation across the country. This study aims to assess the exposure to TAPS among adults residing in an urbanised village in South Delhi.

Methods: It was a community-based cross-sectional house-to-house survey conducted in Aliganj, Delhi, between Apr 21 and Jun 21. 490 residents aged ≥ 15 years were included in the study. The interview was conducted using the Global Adult Tobacco Survey questionnaire. Data was analyzed using SPSS 21. Multivariable logistic regression analysis was conducted to identify the channels of communication where exposure to messaging encouraged thoughts of quitting.

Results: Out of 490 study participants, 93(18.9%) were exposed to TAPS for smoked tobacco products, 88(17.9%) for smokeless tobacco products, and 74(15.1%) for both smoked and smokeless tobacco on various platforms. Exposure to TAPS for smokeless tobacco was more likely at stores where the products are sold (aOR = 2.19;95% C.I.-1.19-3.98), on television (aOR = 4.12;95% C.I.-1.49-11.39), billboards (aOR = 3.48;95% C.I.-1.18-10.29), and posters (aOR = 3.04;95% C.I.-1.22-7.60). Among smokers, 77.1%, and smokeless tobacco users, 75.4% had to quit thoughts triggered by packet warnings. Education and employment were found to be significantly associated.

Conclusion: Almost one-fifth of the participants were exposed to TAPS through various channels. Our findings indicate that implementing the TAPS ban remains partial in our study area, especially regarding smokeless tobacco products, compared to state and national level estimates. Focusing on mass media anti-tobacco campaigns for both smoked and smokeless products, through television, newspapers, and magazines, in addition to comprehensive TAPS ban enforcement, can contribute effectively to reducing tobacco consumption in our study population.