Effects of Exposure to Tobacco and Electronic Cigarette Advertisements on Tobacco Use: An Analysis of the 2015 National Youth Tobacco Survey

Introduction:
This article examines the combined effect of exposure to both traditional tobacco advertising and electronic cigarette (e-cigarette) advertising on youth's current use of traditional tobacco products and e-cigarettes. The study uses data from the 2015 National Youth Tobacco Survey in the U.S. to explore the association between the three advertising exposure categories and current use of tobacco products.

Key Points:

* Young people reported frequent exposure to traditional tobacco advertising (64.4%) and e-cigarette advertising (38.7%) in 2015.
* Exposure to any advertising was associated with significantly increased odds of traditional tobacco product use and e-cigarette use.
* Compared with no exposure to traditional tobacco or e-cigarette advertising, exposure to both was associated with significantly higher odds of current use of cigarettes, cigars/cigarillos/little cigars, dual/poly use, e-cigarettes, and waterpipe with tobacco.
* The study controlled for age, gender, grade, race/ethnicity, and tobacco use by household members.
* The dataset supporting the conclusions of the article is freely available online.

Main Message:
The study suggests that stricter regulations on e-cigarette advertising may contribute toward reducing the use of tobacco products among youth. Despite tobacco control measures, youth in the U.S. are still exposed to tobacco advertisements, mainly through retail stores and television. Youths' exposure to emerging e-cigarette advertisements alongside circulating traditional tobacco advertisements has a complementary effect, promoting tobacco product use. Therefore, stricter electronic cigarette advertising regulations are key in assisting tobacco control efforts.

Papaleontiou, Leontia, Israel Terungwa Agaku, and Filippos T. Filippidis. “Effects of Exposure to Tobacco and Electronic Cigarette Advertisements on Tobacco Use: An Analysis of the 2015 National Youth Tobacco Survey.” Journal of Adolescent Health 66, no. 1 (January 2020): 64–71. https://doi.org/10.1016/j.jadohealth.2019.05.022.