Teenage perceptions of electronic cigarettes in Scottish tobacco-education school interventions: co-production and innovative engagement through a pop-up radio project

Introduction:
This text provides an analysis of data collected from an innovative research project exploring secondary school pupils' recall of key messages from previous tobacco-education interventions and any influence these had on perceptions and behaviors. The study unexpectedly found that in discussions in all participating schools, e-cigarettes were raised by pupils unprompted by researchers. This summary will highlight the key points of the study design, major findings, and main message regarding teenage perceptions of e-cigarettes.

Key Points:

* The study involved seven secondary schools in Fife, Scotland, and 182 pupils aged 13-16 years.
* Three co-produced radio tasks were delivered to explore pupils' recall of key messages from two health education and promotion programs.
* E-cigarettes were not included in the study design but were raised by pupils in all schools.
* Thematic analysis of spontaneous responses revealed key themes: availability and price, advertising, safer or healthier, addiction and nicotine, acceptability and experiences of use, and variety of flavors.
* Pupils were aware of e-cigarettes' easy availability, advertising, and the perception that they are safer or healthier than traditional cigarettes.
* Conflicting messages on safety, efficacy, potential 'gateway' to smoking, and nicotine may contribute to teenagers' confusion.
* The allure of 'youthful cool' to vaping offers no public health gain, suggesting that children should be protected from misleading promotion.

Main Message:
The main message of this study is that teenagers are acquiring perceptions about e-cigarettes that have much in common with e-cigarette marketing, but limited relationship to an increasingly contradictory evidence base and media reports. Conflicting messages about e-cigarettes may contribute to teenagers' confusion. It is clear that the allure of youthful cool to vaping offers no public health gain, suggesting that much more needs to be done to protect children from misleading messaging and promotion. Consistent tobacco-education initiatives need to account for this trend.

De Andrade, Marisa, Kathryn Angus, and Gerard Hastings. “Teenage Perceptions of Electronic Cigarettes in Scottish Tobacco-Education School Interventions: Co-Production and Innovative Engagement through a Pop-up Radio Project.” Perspectives in Public Health 136, no. 5 (September 2016): 288–93. https://doi.org/10.1177/1757913915612109.