Exploring Differences in Youth Perceptions of the Effectiveness of E-cigarette Television Advertisements
Methods: Examination of data from an online survey of 5,020 youth aged 13 to 17.
Results: Multivariate models indicated that more positive reactions to four e-cigarette television advertisements were associated with youth being older (grades 9 through 12) compared to younger (grades 6 through 8) (p<0.05), living in households with higher education levels (high school or more, p<0.05), watching more than 2 hours of television (p<0.001). Controlling for the effect of traditional cigarette susceptibility on ad reactions, never e-cigarette users who were susceptible to trial in the future had more positive ad reactions compared with non-susceptible never users (p<0.001). Never cigarette users who were susceptible to trial in the future had more positive ad reactions compared with non-susceptible never users (p<0.001).
Discussion: U.S. e-cigarette advertisements provide positive e-cigarette messages to youth who are at risk of future initiation. These findings suggest that youths’ receptivity to these e-cigarettes advertising messages may be distinct from their susceptibility to traditional smoking.
Learning Areas:Planning of health education strategies, interventions, and programs
Public health or related research
Social and behavioral sciences
Describe the characteristics of youth associated with positive reactions to e-cigarette advertisements. Discuss the benefits to public health organizations of understanding the role of e-cigarette advertising on youth perceptions of e-cigarettes.
Keyword(s): Tobacco Control