Cross-country comparison of cigarette and vaping product marketing exposure and use: Findings from 2016 ITC Four Country Smoking and Vaping Survey.

Introduction:
This text is a summary of a research study examining the relationship between marketing exposure and smoking or vaping status in different regulatory environments. The study also explores the self-reported exposure to advertising and promotion of tobacco products and electronic cigarettes across 28 European Union member states. The study aims to provide insights into the patterns of differences across regulatory environments and the impact of marketing restrictions on tobacco and electronic cigarette use.

Key Points:

* The study is cross-sectional, which limits the ability to assess the temporality of the relationship between marketing exposure and smoking or vaping status.
* Self-report measures of exposure to advertising and promotion may not accurately reflect real-world exposure.
* The study found that cigarette marketing exposure is highest in the US, and respondents in Australia appear particularly likely to use price offers.
* Respondents in Canada, which completely banned sales and marketing of NVPs at the time of the survey, reported lower exposure to advertising at POS but similar ad exposure from online channels compared to the US.
* Exclusive vapers and concurrent users were more likely to report vaping ad exposure than exclusive smokers.
* Vaping ads influence vaping product use among exclusive smokers, which may impede complete switching to vaping products.
* The study highlights the need for restricting price offers in Australia, the difficulty of regulating online NVP advertising, and the possibility that vaping ads influence vaping product use among exclusive smokers.
* The study also suggests difficulties enforcing bans on online marketing and the potential impact of misleading online advertising on NVP use.

Main Message:
The study provides insights into the relationship between marketing exposure and smoking or vaping status in different regulatory environments. The findings suggest that cigarette marketing exposure is highest in the US, and respondents in Australia appear particularly likely to use price offers. The study also highlights the need to restrict price offers in Australia, the difficulty of regulating online NVP advertising, and the possibility that vaping ads influence vaping product use among exclusive smokers. The study also highlights the difficulties enforcing bans on online marketing and the potential impact of misleading online advertising on NVP use. Overall, the study emphasizes the importance of implementing and enforcing effective marketing restrictions to reduce tobacco and electronic cigarette use.

Cho YJ, Thrasher J, Cummings M, et al. Cross-country comparison of cigarette and vaping product marketing exposure and use: Findings from 2016 ITC Four Country Smoking and Vaping Survey. Tobacco Control: An International Journal. 2020;29(3):295-304.