Youth self-reported exposure to and perceptions of vaping advertisements: Findings from the 2017 International Tobacco Control Youth Tobacco and Vaping Survey.

Introduction:
This text provides an analysis of a study examining youth exposure to and perceptions of vaping advertisements in Canada, England, and the US. The study aims to compare the three countries' regulatory environments and their impact on youth exposure to vaping ads. The study's findings highlight the need for effective regulations to limit youth exposure to vaping ads and promote perceptions that NVPs are for established smokers, not non-smokers.

Key Points:

* The study is based on data from the 2017 ITC Youth Tobacco and Vaping Survey, which surveyed youth aged 16 to 19 years from a consumer panel.
* Most young people reported some vaping product ad exposure in the past 30 days, with stores that sell cigarettes being the most common venue for ad exposure.
* Ad exposure through websites or social media did not differ by country.
* Compared to those who never smoked or used vaping products, youth who reported smoking and/or vaping were more likely to report ad exposure through most channels.
* More than one-third of youth perceived that vaping product ads target non-smokers.
* Except for online channels, cross-country differences in the channels of ad exposure may reflect contrasting regulatory environments.
* The study suggests that additional efforts are needed to limit youth exposure to vaping product ads and promote perceptions that NVPs are for established smokers, not non-smokers.

Main Message:
The study emphasizes the importance of effective regulations to limit youth exposure to vaping ads. While most youth are exposed to vaping product ads, which may promote product use, contrasting regulatory environments may contribute to differences in ad exposure across countries. The findings suggest that additional efforts are needed to promote perceptions that NVPs are for established smokers, not non-smokers. Overall, the text highlights the need for policymakers to consider effective regulations to protect youth from the potential harms of vaping ads.

Cho YJ, Thrasher JF, Reid JL, Hitchman S, Hammond D. Youth self-reported exposure to and perceptions of vaping advertisements: Findings from the 2017 International Tobacco Control Youth Tobacco and Vaping Survey. Preventive medicine. 2019;126:105775. doi:10.1016/j.ypmed.2019.105775