E-cigarette advertising ‘can increase usage in young adults’

Advertising of e-cigarette products could lead to them being more widely used by young adults, according to new research.

A team from the Schroeder Institute for Tobacco Research and Policy Studies at Truth Initiative assessed more than 4,200 adults aged 18-34 about the impact of exposure to e-cigarette advertisements on perceptions, intentions and subsequent use.

It was shown that around six percent who had never tried an e-cigarette before had done so after six months, with ad exposure associated with a greater likelihood of e-cigarette trial at follow-up.

Advertising exposure was also associated with greater curiosity to try an e-cigarette among the sample group.

Andrea Villanti, lead author of the study, said: "These findings highlight the potential impact of unrestricted e-cigarette advertising to enhance curiosity and trial of e-cigarettes in young adults."

This is a potential cause for concern, as e-cigarettes are not subject to the same regulations as regular cigarettes and smokeless tobacco products, leading to a sharp recent increase in the prevalence of marketing for these items.