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Health Promotion Practice, Vol. 5, No. 3 suppl, 143S-156S (2004)
DOI: 10.1177/1524839904264623
© 2004 Society for Public Health Education

Countering Tobacco Industry Sponsorship of Hispanic/Latino Organizations Through Policy Adoption: A Case Study

Cecilia Portugal, MPH

University of Southern California, Keck School of Medicine, Institute for Health Promotion and Prevention Research in Los Angeles, California.

Tess Boley Cruz, PhD, MPH

University of Southern California in Los Angeles, California.

Lilia Espinoza, MPH

Marisol Romero, BA

Lourdes Baezconde-Garbanati, PhD, MPH

University of Southern California, Keck School of Medicine, Institute for Health Promotion and Prevention Research in Los Angeles, California.

Restricted by Master Settlement Agreement (MSA) provisions, the tobacco industry employs corporate sponsorship of communities of color (e.g., sponsoring community cultural events and/or chambers of commerce) to secure their stronghold. The Hispanic/Latino Tobacco Education Network (H/LaTEN) initiated efforts to counter these marketing forms within the Hispanic community. In 1998, 38 California Hispanic Chambers of Commerce (CHCCs) were contacted to assess the tobacco industry’s marketing tactics and penetration. CHCCs reported receiving tobacco funding in the past, making them susceptible to future protobacco industry influence. Subsequently, an intervention was implemented to inoculate the CHCCs against industry influence by encouraging an antitobacco corporate sponsorship policy adoption. Six CHCCs representing approximately 400 businesses in the community adopted this policy. Targeting susceptible organizations including and beyond the Hispanic community and advocating for an antitobacco corporate sponsorship policy adoption are strategies that can be used in tandem with MSA enforcement to effectively build resistance.

Key Words: policy • business • Hispanic • tobacco industry • sponsorship


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