E-cigarettes advertisements may not be good for young adults as a new study has revealed that these ads may enhance curiosity and usage among them.
Researchers at the Schroeder Institute for Tobacco Research and Policy Studies at Truth Initiative assessed more than 4,200 young adults (ages 18-34) and the impact of random assignment to exposure to e-cigarette advertisements on perceptions, intentions, and subsequent use.
Approximately 6 percent of young adults, who had never before tried an e-cigarette, had done so at six month follow-up; ad exposure was associated with a greater likelihood of e-cigarette trial at follow-up in never users of cigarettes and e-cigarettes. Ad exposure was also associated with greater curiosity to try an e-cigarette in the full sample.
The study is the first randomized controlled study to show that forced exposure to e-cigarette advertising has an impact on longer-term e-cigarette trial in a small number of never users, said lead author Andrea Villanti, adding that these findings highlight the potential impact of unrestricted e-cigarette advertising to enhance curiosity and trial of e-cigarettes in young adults.
The study is published in the journal Nicotine & Tobacco Research.