Advertisement of electronic cigarettes in Italy: characteristics of online videos and the most popular promotional messages

Introduction:
This text is a summary of a research study on the advertising of electronic cigarettes (ECs) in Italy through online videos. The study aims to analyze the main marketing messages in these videos to understand how they could influence consumers' perceptions of associated risks and benefits. The research found that the most frequent promotional messages were related to health benefits, the possibility of quitting smoking, and appealing elements such as multiple flavors and technological improvement. The study also highlights the potential impact of these messages on young people and the need for regulatory policies on EC advertising.

Key Points:

* The study analyzed 68 videos promoting ECs on YouTube.
* The most frequent promotional messages were related to health benefits (67.7%) and the possibility of quitting smoking (57.4%).
* Messages that could be appealing to adolescents and young adults, such as those promoting multiple flavors and technological improvement, were present in 41.2% and 42.7% of the videos, respectively.
* ECs similar to traditional cigarettes in appearance were included in 52.9% of the videos.
* EC promotional videos address messages not only to smokers who want to quit or decrease tobacco consumption but also to non-smokers, especially young people.
* The use of ECs similar to traditional cigarettes may be a gateway to tobacco cigarette use.
* Regulatory policies on EC advertising should be established due to the potential public health concern.

Main Message:
The study highlights the need for regulatory policies on EC advertising to prevent the potential negative impact of marketing messages on young people. The use of ECs similar to traditional cigarettes and messages that promote the benefits of ECs without mentioning the risks could lead to a gateway to tobacco cigarette use. Therefore, it is crucial to establish regulations to protect public health and prevent the normalization of EC use, especially among young people.

Scaioli, G, F Bert, M Martorana, R Gili, R Thomas, M R Gualano, and R Siliquini. “Advertisement of Electronic Cigarettes in Italy: Characteristics of Online Videos and the Most Popular Promotional Messages.” Health Education Research 33, no. 6 (December 1, 2018): 473–80. https://doi.org/10.1093/her/cyy030.