WITH half of all men in some developing countries already hooked on cigarettes, the tobacco industry is now courting lucrative new customers - young women, a report says.
About 80 per cent of the world's estimated 1 billion smokers are men, but more women are picking up the habit in som countries as flavoured products and glossy feminine packaging cater to them.Nationwide surveys in Bangladesh, Thailand and Uruguay found females aged 15 to 24 were more aware of tobacco marketing than older women, suggesting advertising is directed at them.
The data were the first batch to be analysed from the Global Adult Tobacco Survey, a large sampling of 14 developing countries that hopes to provide a clearer picture of how tobacco is used and promoted. It was the first standardised comparison of countries on tobacco.
The results, published today in the Morbidity and Mortality Weekly Report, a publication of the US Centers for Disease Control and Prevention (CDC), focus on gender differences regarding use and attitudes toward tobacco.
The CDC Foundation helped to conduct the surveys, along with the World Health Organisation (WHO) and other partners.
More than 9600 people were surveyed in Bangladesh, about 20,500 in Thailand and about 5580 in Uruguay.
The results showed that in Bangladesh and Thailand, about 45 per cent of men smoke, compared to two per cent or three per cent of women, respectively. In Uruguay, the gap was smaller with 31 per cent of males versus 20 per cent of females.
"Tobacco companies target women and girls with aggressive and seductive advertising that exploits ideas of independence, emancipation, sex appeal, slimness, glamour and beauty," Johanna Birckmayer, director of international research at the US-based Campaign for Tobacco-Free Kids, said in an email.
They are "successfully reaching the young consumers they hope to addict", said Ms Birckmayer, who was not involved in the research.
WHO has estimated the rate of female smokers worldwide will double by 2025, from about 9 per cent in 2007.
The male smoking rate of about 40 per cent has peaked and is slowly starting to decline.
Increases among female smokers have been documented in a number of countries, including India, Singapore, the Ukraine and Russia, said Timothy O'Leary, a WHO spokesman in Geneva.
The gap among adolescent boys and girls who start smoking is also narrowing, with about seven per cent of girls lighting up compared to 12 per cent of boys globally, according to WHO. And in about half of 151 countries surveyed in another study, roughly as many girls were smoking as boys, Mr O'Leary said.
In some countries, tobacco sponsorship and advertising is rampant. Last month, an Indonesian cigarette company was forced to drop its sponsorship of former American Idol Kelly Clarkson's concert in Jakarta following outrage from fans and tobacco-control groups.
The pop star's fan base is largely young women.
Overnight, WHO called on countries to strengthen tobacco controls to protect young girls and women from exposure and addiction to tobacco, which kills an estimated five million people every year globally.
It said in China, home to the world's most smokers, more than half of all women of childbearing age are forced to regularly breathe secondhand smoke. It kills about 600,000 people annually worldwide.
The survey was conducted in 14 countries in 2008-2009 with funding from the Bloomberg Initiative to Reduce Tobacco Use.
