Does e-cigarette advertising encourage adult smokers to quit?

The study suggests that bans on e-cigarette sales to minors may lower both youth smoking and e-cigarette participation rates, indicating that the two sources of nicotine are complements. The findings also suggest that exposure to TV ads for e-cigarettes may slightly increase the quit rate among adults, while exposure to magazine ads has no effect on quit behavior. A policy that eliminates the FDA mandate requiring costly and lengthy marketing applications for e-cigarette products not commercially marketed prior to February 15, 2007, could potentially encourage advertising. The study highlights the need for further research, particularly studies that span a longer period of time, to better understand the impact of e-cigarettes on public health.

Dave D, Dench D, Grossman M, Kenkel DS, Saffer H. Does e-cigarette advertising encourage adult smokers to quit? Journal of health economics. 2019;68:102227. doi:10.1016/j.jhealeco.2019.102227