Bambi Meets Godzilla: Addressing young adult tobacco use


60 Minutes

Webinar Speakers

Pamela M. Ling, MD, MPH

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.

Webinar Objectives
  1. Identify three strategies used by tobacco companies to encourage young people to start smoking

  2. Discuss how psychographic targeting enhances demographic targeting in marketing

  3. Assess the effectiveness of Social Branding interventions to decrease smoking among high risk young adult bar patrons

  4. Identify three new challenges affecting the future of young adult tobacco use and smoking cessation

Instructions for CME/CEU Credit


The recorded version of the webinar is available for CME/CE credit. Click on the orange "Register for CME/CEUs" button below to register.


Designation Statement


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.

UCSF designates this enduring material for a maximum of 1.00 AMA PRA Category 1 Credits™. Physicians should claim only the credit commensurate with the extent of their participation in the activity.

Nurse Practitioners and Registered Nurses: For the purpose of recertification, the American Nurses Credentialing Center accepts AMA PRA Category 1 Credit™ issued by organizations accredited by the ACCME.

Physician Assistants: The National Commission on Certification of Physician Assistants (NCCPA) states that the AMA PRA Category 1 Credits™ are acceptable for continuing medical education requirements for recertification.

California Pharmacists: The California Board of Pharmacy accepts as continuing professional education those courses that meet the standard of relevance to pharmacy practice and have been approved for AMA PRA category 1 credit™. If you are a pharmacist in another state, you should check with your state board for approval of this credit.


Certificates of Attendance

If you would like a certificate of attendance for the 1.0 contact hour earned, click here to generate your certificate (use Adobe Acrobat to view the certificate).



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

Additional Resources