Exposure to Electronic Cigarette Advertising Among Middle and High School Students — United States, 2014–2016

This text discusses a study examining the exposure of middle and high school students in the US to electronic cigarette (e-cigarette) advertisements from 2014 to 2016. The study analyzed data from the National Youth Tobacco Surveys and assessed exposure to e-cigarette advertising from four sources: retail stores, the Internet, television, and newspapers and magazines. The study also looked at the relationship between e-cigarette advertising exposure and e-cigarette use among youths.

Key Points:

* Exposure to e-cigarette advertisements among US middle and high school students increased from 68.9% in 2014 to 78.2% in 2016.
* In 2016, exposure to e-cigarette advertising was highest for retail stores (68.0%), followed by the Internet (40.6%), television (37.7%), and newspapers and magazines (23.9%).
* Exposure to e-cigarette advertising from any source was more prevalent among females, non-Hispanic whites, higher grade levels, high school students, current e-cigarette users, and current users of other tobacco products.
* During 2014-2016, exposure to e-cigarette advertising significantly increased for retail stores, significantly decreased for newspapers and magazines, and did not significantly change for the Internet or television.
* E-cigarette advertising exposure is associated with e-cigarette use among youths.
* Prevention of youth exposure to e-cigarette advertising might be important for prevention of youth use of all tobacco products.
* Additional actions to reduce youths’ tobacco access and advertising exposure could include requiring that e-cigarettes are sold in adult-only facilities, limiting tobacco outlet density or proximity to schools, prohibiting self-service displays, and requiring face-to-face transactions for all e-cigarette purchases.

Main Message:
The study highlights the increasing exposure of middle and high school students in the US to e-cigarette advertisements and the relationship between advertising exposure and e-cigarette use among youths. The study emphasizes the importance of reducing youth access to e-cigarettes and exposure to e-cigarette advertising as part of comprehensive youth tobacco prevention efforts. Additional actions, such as regulating youth-oriented marketing, limiting tobacco outlet density or proximity to schools, and implementing high-impact youth-focused tobacco education campaigns, could help to prevent and reduce youth use of all tobacco products, including e-cigarettes.

Marynak, Kristy, Andrea Gentzke, Teresa W. Wang, Linda Neff, and Brian A. King. “Exposure to Electronic Cigarette Advertising Among Middle and High School Students — United States, 2014–2016.” MMWR. Morbidity and Mortality Weekly Report 67, no. 10 (March 16, 2018): 294–99. https://doi.org/10.15585/mmwr.mm6710a3.