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.
Amos A, Bostock Y (2007) Young people, smoking and gender—a qualitative exploration. Health Education Res 22:770–781 CrossRef
Carpenter CM, Wayne GF, Pauly JL, Koh HK, Connolly GN (2005) New cigarette brands with flavors that appeal to youth: tobacco marketing strategies. Health Aff 24:1601–1610 CrossRef
Committees of Advertising Practice (2014) Electronic cigarettes. Available at: http://www.cap.org.uk/Advice-Training-on-the-rules/Advice-Online-Database/Electronic-cigarettes.aspx#.VFIFlNJSiz4. Accessed 12 June 2015
de Andrade M, Hastings G, Angus K, Dixon D, Purves R (2013) The marketing of electronic cigarettes in the UK. London: Cancer Research UK. http://www.cancerresearchuk.org/prod_consump/groups/cr_common/@nre/@pol/documents/generalcontent/cr_115991.pdf. Accessed 11 June 2015
Durmowicz EL (2014) The impact of electronic cigarettes on the paediatric population. Tob Control 23:ii41–ii46
European Commission (2015) Attitudes of Europeans towards tobacco and electronic cigarettes, Special Eurobarometer 429. http://ec.europa.eu/public_opinion/archives/ebs/ebs_429_en.pdf. Accessed 11 June 2015
Fuller E (2015) Smoking, drinking and drug use among young people in England in 2014. Health and Social Care Information Centre, London
Giovenco DP, Hammond D, Corey CG, Ambrose BK, Delnevo CD (2014) E-cigarette market trends in traditional US retail channels, 2012–2013. Nicotine Tob Res. pii:ntu282
Hegarty R (2015) Focus on… e-cigarettes. Time to go all in? The grocer. http://www.thegrocer.co.uk/reports/category-reports/focus-on-e-cigarettes-14-february/511994.article. Accessed 12 June 2015
Hosany S, Martn D (2012) Self-image congruence in consumer behaviour. J Bus Res 65:685–691 CrossRef
ISD Scotland (2014) Scottish Schools Adolescent Lifestyle and Substance Use Survey (SALSUS), smoking among 13 and 15 year olds in Scotland 2013. http://www.isdscotland.org/Health-Topics/Public-Health/SALSUS/Latest-Report/. Accessed 12 June 12 2015
Kong G, Morean ME, Cavallo DA, Camenga DR, Krishnan-Sarin S (2014) Reasons for electronic cigarette experimentation and discontinuation among adolescents and young adults. Nicotine Tob Res. doi: 10.1093/ntr/ntu257
Kornfield R, Huang J, Vera L, Emery S (2014) Rapidly increasing promotional expenditures for e-cigarettes. Tob Control. doi: 10.1136/tobaccocontrol-2014-051580
Maloney EK, Cappella JN (2015) Does vaping in e-cigarette advertisements affect tobacco smoking urge, intentions, and perceptions in daily, intermittent, and former smokers? Health Commun 1–10. doi: 10.1080/10410236.2014.993496
McNeill A, Brose L, Calder R, Hitchman S, Hajek P, McRobbie H (2015) E-cigarettes: an evidence update. Public Health England. https://www.gov.uk/government/publications/e-cigarettes-an-evidence-update. Accessed 9 Nov 2015
MHRA (2013) Product-specific information and advice: nicotine containing products. December 31st. Medicines and Healthcare Products Regulatory Agency
Moore G, Hewitt G, Evans J et al (2015) Electronic cigarette use among young people in Wales: evidence from two cross-sectional surveys. BMJ Open. doi: 10.1136/bmjopen-2014-007072
National Cancer Institute (2008) Tobacco control monograph 19: the role of the media in promoting and reducing tobacco use. http://cancercontrol.cancer.gov/brp/tcrb/monographs/19/m19_complete.pdf. Accessed 11 June 2015
NICE (2013) Tobacco: harm-reduction approaches to smoking. NICE public health guidance 45. http://guidance.nice.org.uk/PH45. Accessed 11 June
ONS (2012) 2011 Census, population and household estimates for England and Wales. http://www.ons.gov.uk/ons/publications/re-reference-tables.html?edition=tcm%3A77-274670 Accessed 9 Nov 2011
Pepper JK, Emery SL, Ribisl KM, Southwell BG, Brewer NT (2014) Effects of advertisements on smokers’ interest in trying e-cigarettes: the roles of product comparison and visual cues. Tob Control 23:iii31–iii36
Sirgy MJ (1982) Self-concept in consumer behavior: a critical review. J Consum Res 9:287–300 CrossRef
Tan AS, Bigman CA, Mello S, Sanders-Jackson A (2015) Is exposure to e-cigarette communication associated with perceived harms of e-cigarette secondhand vapour? Results from a national survey of US adults. BMJ Open. doi: 10.1136/bmjopen-2014-007134
The European Parliament and the Council of the European Union (2014) Directive 2014/40/EU of the European Parliament and of the Council of 3 April 2014 on the approximation of the laws, regulations and administrative provisions of the Member States concerning the manufacturer, presentation and sale of tobacco and related products and repealing Directive 2001/37/EC. Official Journal of the European Union, Brussels
Wills TA, Knight R, Williams RJ, Pagano I, Sargent JD (2015) Risk factors for exclusive e-cigarette use and dual e-cigarette use and tobacco use in adolescents. Paediatrics 135:e43–e51 CrossRef
Zhu SH, Sun JY, Bonnevie E, Cummins SE, Gamst A, Yin L, Lee M (2014) Four hundred and sixty brands of e-cigarettes and counting: implications for product regulation. Tob Control. doi: 10.1136/tobaccocontrol-2014-051670
- Adolescents’ responses to the promotion and flavouring of e-cigarettes
Anne Marie MacKintosh
- Springer International Publishing