Exposure to Point-of-Sale Marketing of Cigarettes and E-Cigarettes as Predictors of Smoking Cessation Behaviors

Introduction:
This text is a summary of an original research study that investigates the relationship between exposure to point-of-sale (POS) marketing of cigarettes and e-cigarettes and subsequent cessation behaviors among young adult cigarette smokers. The study aims to examine the impact of baseline self-reported exposure to cigarette and e-cigarette advertising and product displays on using e-cigarettes for cessation and successful cigarette cessation at 6-month follow-up. The study also explores the interaction between product-specific advertising and between product-specific displays.

Key Points:

* The study included 813 young adult current cigarette smokers attending 24 Texas colleges.
* Exposure to e-cigarette displays was associated with lower odds of cigarette smoking cessation, controlling for covariates and conventional cigarette display exposure.
* E-cigarette advertising was positively associated with the use of e-cigarettes for cigarette cessation among participants exposed to low levels of cigarette advertising.
* Cigarette advertising was associated with the use of e-cigarettes for cigarette cessation only among those exposed to low levels of e-cigarette advertising.
* Exposure to cigarette displays was not associated with either outcome.
* The study suggests that policies that balance encouraging cigarette smoking cessation while limiting marketing strategies, such as POS product displays, should be considered as they may undermine successful cessation attempts.

Main Message:
The study adds to the literature on the impact of retail tobacco marketing on cigarette smoking cessation behavior among young adults. The findings suggest that exposure to smoking-related cues at POS may undermine successful cessation attempts, and that advertising exposure may guide smokers towards unproven cessation aids. Therefore, policies that balance encouraging cessation while limiting marketing strategies, such as POS product displays, should be considered to promote successful cessation attempts.

Mantey, Dale S, Keryn E Pasch, Alexandra Loukas, and Cheryl L Perry. “Exposure to Point-of-Sale Marketing of Cigarettes and E-Cigarettes as Predictors of Smoking Cessation Behaviors.” Nicotine & Tobacco Research 21, no. 2 (January 4, 2019): 212–19. https://doi.org/10.1093/ntr/ntx246.