Impact of advertisements promoting candy-like flavoured e-cigarettes on appeal of tobacco smoking among children: an experimental study

Introduction:
This text is a summary of a research study examining the impact of advertisements for candy-like flavored and non-flavored e-cigarettes on the appeal of tobacco smoking among English school children. The study also explores the potential of e-cigarettes to serve as a gateway to tobacco smoking.

Key Points:

* The study used a between-subjects experiment with three levels corresponding to the advertisements to which participants were exposed: candy-like flavored e-cigarettes, non-flavored e-cigarettes, and a control condition.
* The sample consisted of 598 English children aged 11-16 years, with a final sample of 471 participants after excluding those who had ever smoked tobacco or e-cigarettes.
* The primary endpoint was the appeal of tobacco smoking, and secondary endpoints included the appeal of using e-cigarettes, susceptibility to tobacco smoking, perceived harm of tobacco smoking, appeal of e-cigarette adverts, and interest in buying and trying e-cigarettes.
* Exposure to e-cigarette adverts did not increase the appeal of tobacco smoking or using e-cigarettes, nor did it reduce the perceived harm of tobacco smoking.
* Flavored e-cigarette adverts were more appealing than non-flavored adverts and elicited greater interest in buying and trying e-cigarettes.
* The study provides no support for the renormalization hypothesis, but suggests that certain types of e-cigarette advertising may provide a gateway into tobacco smoking.

Main Message:
The study finds that exposure to e-cigarette adverts does not increase the appeal of tobacco smoking, but flavored e-cigarette adverts may provide a gateway into tobacco smoking by increasing the appeal of e-cigarette adverts and interest in buying and trying e-cigarettes. The study highlights the need for further research into the effects of flavored e-cigarettes on young non-smokers and the potential for eventual migration to tobacco smoking.

Vasiljevic, Milica, Dragos C Petrescu, and Theresa M Marteau. “Impact of Advertisements Promoting Candy-like Flavoured e-Cigarettes on Appeal of Tobacco Smoking among Children: An Experimental Study.” Tobacco Control 25, no. e2 (December 2016): e107–12. https://doi.org/10.1136/tobaccocontrol-2015-052593.