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New study assesses the impact of exposure to e-cigarette ads on young adults

Date:
November 19, 2015
Source:
Oxford University Press USA
Summary:
Exposure to e-cigarette advertisements may enhance curiosity and usage among young adults, according to a study. Promotional expenditures for e-cigarettes across all media channels have rapidly increased since 2010. Since e-cigarettes are not subject to the same regulations as cigarette and smokeless tobacco products, e-cigarette manufacturers have been able to advertise their products via television, radio, and sponsorship of sporting and entertainment events.
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Exposure to e-cigarette advertisements may enhance curiosity and usage among young adults, according to a study published this week in the journal Nicotine & Tobacco Research.

Researchers at the Schroeder Institute for Tobacco Research and Policy Studies at Truth Initiative assessed more than 4,200 young adults (ages 18-34) and the impact of random assignment to exposure to e-cigarette advertisements on perceptions, intentions, and subsequent use. Approximately 6% of young adults who had never before tried an e-cigarette had done so at six month follow-up; ad exposure was associated with a greater likelihood of e-cigarette trial at follow-up (3.6% exposed vs. 1.2% unexposed) in never users of cigarettes and e-cigarettes. Ad exposure was also associated with greater curiosity to try an e-cigarette (18.3% vs. 11.3%) in the full sample.

Promotional expenditures for e-cigarettes across all media channels have rapidly increased since 2010. Since e-cigarettes are not subject to the same regulations as cigarette and smokeless tobacco products, e-cigarette manufacturers have been able to advertise their products via television, radio, and sponsorship of sporting and entertainment events. This increased and far-reaching advertising has occurred concurrently with increased availability of e-cigarettes in venues ranging from tobacco shops to pharmacies.

"Our study is the first randomized controlled study to show that forced exposure to e-cigarette advertising has an impact on longer-term e-cigarette trial in a small number of never users," said Andrea Villanti, lead author of the study. "These findings highlight the potential impact of unrestricted e-cigarette advertising to enhance curiosity and trial of e-cigarettes in young adults."


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Journal Reference:

  1. A. C. Villanti, J. M. Rath, V. F. Williams, J. L. Pearson, A. Richardson, D. B. Abrams, R. S. Niaura, D. M. Vallone. Impact of Exposure to Electronic Cigarette Advertising on Susceptibility and Trial of Electronic Cigarettes and Cigarettes in US Young Adults: A Randomized Controlled Trial. Nicotine & Tobacco Research, 2015; DOI: 10.1093/ntr/ntv235

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Oxford University Press USA. "New study assesses the impact of exposure to e-cigarette ads on young adults." ScienceDaily. ScienceDaily, 19 November 2015. <www.sciencedaily.com/releases/2015/11/151119161009.htm>.
Oxford University Press USA. (2015, November 19). New study assesses the impact of exposure to e-cigarette ads on young adults. ScienceDaily. Retrieved May 24, 2017 from www.sciencedaily.com/releases/2015/11/151119161009.htm
Oxford University Press USA. "New study assesses the impact of exposure to e-cigarette ads on young adults." ScienceDaily. www.sciencedaily.com/releases/2015/11/151119161009.htm (accessed May 24, 2017).

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