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Dolores Acevedo-Garcia, PhD, MPA-URP, Elizabeth Barbeau, ScD, MPH, Jennifer Anne Bishop, MPH, Jocelyn Pan, PhD, MPH and Karen M. Emmons, PhD

Dolores Acevedo-Garcia, Elizabeth Barbeau, Jennifer Anne Bishop, and Karen M. Emmons are with the Department of Society, Human Development and Health, Harvard School of Public Health, Boston, Mass. Elizabeth Barbeau and Karen M. Emmons are also with the Center for Community-Based Research, Dana-Farber Cancer Institute, Boston. Jocelyn Pan is with the Community Health Program, Tufts University, Medford, Mass.

Correspondence: Requests for reprints should be sent to Dolores Acevedo-Garcia, PhD, MPA-URP, Department of Society, Human Development and Health, Harvard School of Public Health, 677 Huntington Ave, 7th Floor, Boston, MA 02115 (e-mail: dacevedo{at}hsph._arvard.edu).

Objectives. We sought to ascertain whether the tobacco industry has conceptualized the US immigrant population as a separate market.

Methods. We conducted a content analysis of major tobacco industry documents.

Results. The tobacco industry has engaged in 3 distinct marketing strategies aimed at US immigrants: geographically based marketing directed toward immigrant communities, segmentation based on immigrants’ assimilation status, and coordinated marketing focusing on US immigrant groups and their countries of origin.

Conclusions. Public health researchers should investigate further the tobacco industry’s characterization of the assimilated and non-assimilated immigrant markets, and its specific strategies for targeting these groups, in order to develop informed national and international tobacco control countermarketing strategies designed to protect immigrant populations and their countries of origin.

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