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09.12.2015 | Original Article | Ausgabe 2/2016 Open Access

International Journal of Public Health 2/2016

Adolescents’ responses to the promotion and flavouring of e-cigarettes

International Journal of Public Health > Ausgabe 2/2016
Allison Ford, Anne Marie MacKintosh, Linda Bauld, Crawford Moodie, Gerard Hastings
Wichtige Hinweise
This article is part of the special issue “Electronic Cigarettes and Public Health”.



The purpose of the study is to examine adolescents’ awareness of e-cigarette marketing and investigate the impact of e-cigarette flavour descriptors on perceptions of product harm and user image.


Data come from the 2014 Youth Tobacco Policy Survey, a cross-sectional in-home survey conducted with 11–16 year olds across the UK (n = 1205). Adolescents’ awareness of e-cigarette promotion, brands, and flavours was assessed. Perceptions of product harm, and likely user of four examples of e-cigarette flavours was also examined.


Some participants had tried e-cigarettes (12 %) but regular use was low (2 %) and confined to adolescents who had also smoked tobacco. Most were aware of at least one promotional channel (82 %) and that e-cigarettes came in different flavours (69 %). Brand awareness was low. E-cigarettes were perceived as harmful (M = 3.54, SD = 1.19) but this was moderated by product flavours. Fruit and sweet flavours were perceived as more likely to be tried by young never smokers than adult smokers trying to quit (p < 0.001).


There is a need to monitor the impact of future market and regulatory change on youth uptake and perceptions of e-cigarettes.

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