Bambi Meets Godzilla: Addressing young adult tobacco use
Professor of Medicine, University of California, San Francisco
Pam Ling is a Professor of Medicine at the University of California San Francisco, where she conducts research on tobacco, media, and social marketing with an emphasis on young people. Her work focuses on understanding how tobacco marketing encourages youth and young adults to initiate tobacco use, and counter-engineering these strategies to improve tobacco control programs. This work includes analyses of thousands of previously secret tobacco industry documents detailing marketing strategies targeting young adults. She has special interest in young adult smoking, the global proliferation of U.S. tobacco marketing strategies, marketing to women and other vulnerable populations, how marketing encourages the use of multiple tobacco products, and the use of tobacco with other substances such as alcohol and marijuana. She has another line of research devoted to understanding marketing of smokeless tobacco and other new and alternative tobacco products, including electronic cigarettes. Her goal is to use market research strategies to improve clinical, policy, and public health interventions.
Dr. Ling led a large multi-center trial funded by the NIH/National Cancer Institute State and Community Tobacco Control Initiative to evaluate novel interventions to decrease tobacco use among young adults in bars and nightclubs. She also directs the Postdoctoral Research Fellowship Training Program at the Center for Tobacco Control Research and Education at UCSF. Dr. Ling’s clinical work is in general internal medicine as a primary care physician.
Identify three strategies used by tobacco companies to encourage young people to start smoking
Discuss how psychographic targeting enhances demographic targeting in marketing
Assess the effectiveness of Social Branding interventions to decrease smoking among high risk young adult bar patrons
Identify three new challenges affecting the future of young adult tobacco use and smoking cessation
The recorded version of the webinar is available for CME/CE credit. Click on the orange "Register for CME/CEUs" button below to register.
The University of California, San Francisco School of Medicine (UCSF) is accredited by the Accreditation Council for Continuing Medical Education to provide continuing medical education for physicians.
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Certificates of Attendance
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This UCSF CME activity was planned and developed to uphold academic standards to ensure balance, independence, objectivity, and scientific rigor; adhere to requirements to protect health information under the Health Insurance Portability and Accountability Act of 1996 (HIPAA); and include a mechanism to inform learners when unapproved or unlabeled uses of therapeutic products or agents are discussed or referenced.
The following faculty speakers, moderators, and planning committee members have disclosed they have no financial interest/arrangement or affiliation with any commercial companies who have provided products or services relating to their presentation(s) or commercial support for this continuing medical education activity:
Pamela M. Ling, MD, MPH, and Christine Cheng, Brian Clark, Jennifer Matekuare, Roxana Said, MPH, Catherine Saucedo, and Steven A. Schroeder, MD