Home > Impact of advertisements promoting candy-like flavoured e-cigarettes on appeal of tobacco smoking among children: an experimental study.

Vasiljevic, Milica and Petrescu, Dragos C and Marteau, Theresa M [BMJ] . (2016) Impact of advertisements promoting candy-like flavoured e-cigarettes on appeal of tobacco smoking among children: an experimental study. BMJ Publishing. Tobacco Control

URL: http://tobaccocontrol.bmj.com/content/early/2016/0...


Background: There are concerns that the marketing of e-cigarettes may increase the appeal of tobacco smoking in children. We examined this concern by assessing the impact on appeal of tobacco smoking after exposure to advertisements for e-cigarettes with and without candy-like flavours, such as, bubble gum and milk chocolate.

 

Methods: We assigned 598 English school children (aged 11–16 years) to 1 of 3 different conditions corresponding to the adverts to which they were exposed: adverts for flavoured e-cigarettes, adverts for non-flavoured e-cigarettes or a control condition in which no adverts were shown. The primary endpoint was appeal of tobacco smoking. Secondary endpoints were: appeal of using e-cigarettes, susceptibility to tobacco smoking, perceived harm of tobacco, appeal of e-cigarette adverts and interest in buying and trying e-cigarettes.

 

Results: Tobacco smokers and e-cigarette users were excluded from analyses (final sample=471). Exposure to either set of adverts did not increase the appeal of tobacco smoking, the appeal of using e-cigarettes, or susceptibility to tobacco smoking. Also, it did not reduce the perceived harm of tobacco smoking, which was high. Flavoured e-cigarette adverts were, however, more appealing than adverts for non-flavoured e-cigarettes and elicited greater interest in buying and trying e-cigarettes.

 

Conclusions: Exposure to adverts for e-cigarettes does not seem to increase the appeal of tobacco smoking in children. Flavoured, compared with non-flavoured, e-cigarette adverts did, however, elicit greater appeal and interest in buying and trying e-cigarettes. Further studies extending the current research are needed to elucidate the impact of flavoured and non-flavoured e-cigarette adverts.

Item Type:Evidence resource
Publication Type:Review
Drug Type:Tobacco
Intervention Type:AOD prevention, AOD disorder harm reduction
Source:BMJ
Date:January 2016
Publisher:BMJ Publishing
EndNote:View
Subjects:B Drugs and alcohol substances > Tobacco (cigarette smoking)
B Drugs and alcohol substances > Tobacco (cigarette smoking) > Nicotine product (e-cigarette)
J Health care, prevention and rehabilitation > Risk and protective factors > risk factors
MP-MR Policy, planning, economics, work and social services > Marketing and public relations (advertising)
T Demographic characteristics > Adolescent / youth (teenager / young person)

Repository Staff Only: item control page