Noticing People, Discounts and Non-tobacco Flavours in E-cigarette Ads May Increase E-cigarette Prod
Thursday, June 16, 2022
Posted by: Natalia Gromov
Chen-Sankey
J, Jeong M, Wackowski OA, et al.
Noticing People, Discounts
and Non-tobacco Flavours in E-cigarette Ads May Increase E-cigarette Product
Appeal among Non-tobacco-using Young Adults.
Tobacco Control Published Online First: 07 June 2022. doi:
10.1136/tobaccocontrol-2022-057269
Introduction. Young
adults new to tobacco (including e-cigarettes) are at an increased risk of
e-cigarette use after e-cigarette exposure. This study examined the association
between noticing e-cigarette advertising features and perceived product appeal
among non-tobacco-using young adults.
Methods. A
sample of non-tobacco-using young adults (ages 18–29 years; n=1993) completed
an online survey in 2021. We content analysed visible features from 12
e-cigarette ads that represented commonly used e-cigarette brands. Participants
viewed the ads and clicked on the areas of the ads that drew their attention.
Participants reported e-cigarette product appeal for each ad, including ad
liking, product curiosity and use interest. We used generalised estimating
equations to examine within-person associations between noticing specific ad
features and reporting each and any type of product appeal, adjusting for
noticing other features and participant characteristics.
Results. Noticing
people, discounts, non-tobacco (menthol and mint/fruit) flavours, positive
experience claims or product images was positively associated with having any
e-cigarette product appeal. Noticing discounts or mint/fruit flavours was also
positively associated with e-cigarette use interest. In contrast, noticing
nicotine warnings or smoking cessation claims was negatively associated with ad
liking and product curiosity.
Conclusions. Attention
to several e-cigarette ad features (eg, people, discounts, non-tobacco
flavours) was associated with increased e-cigarette product appeal, whereas
attention to nicotine warnings and smoking cessation claims was associated with
reduced appeal among non-tobacco-using young adults. Restricting
appeal-promoting features while strengthening the effects of nicotine warnings
and smoker-targeted claims in e-cigarette ads may potentially reduce
e-cigarettes’ overall appeal among this priority population.
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