Cigarette smoking is one of the leading causes of preventable death in the United States despite efforts to control tobacco use. Additionally, in 2020 annual cigarette sales increased for the first time in 20 years suggesting the need for further interventions to reduce cigarette smoking. In recent years, electronic cigarettes (e-cigarettes) have gained popularity among tobacco-naïve youth. Young adults are exposed to e-cigarette advertising though various media and marketing channels which may contribute use of these products. This study examines the relationship between e-cigarette advertising exposure and e-cigarette use among young adult established smokers.
The study’s sample consisted of 3,391 young adults aged 18-34 who were established cigarette smokers. Some of the participants indicated past year e-cigarette use to quit smoking cigarettes so a subset of the first sample (n=1,235) was also evaluated. Participants were asked if they had viewed e-cigarette advertising in the past 30 days and where they viewed these advertisements. Respondents were also asked about past year e-cigarette use and attempts to quit smoking cigarettes. Data was analyzed using multivariable logistic regressions to assess for associations between e-cigarette advertising and subsequent use.
Results of the data analysis showed that 42.6% of young adult cigarette smokers and 43.7% of smokers who tried to quit smoking in the past year were exposed to e-cigarette advertising. The most frequently identified methods of exposure were retail stores, television, and websites/social media. At the end of the study, 43.4% of smokers reported e-cigarette use during the past year and 14.8% of smokers who were attempting to quit smoking reported past year e-cigarette use. Exposure to e-cigarette advertising increased the likelihood of e-cigarette use in the past year and increased likelihood of e-cigarette use to quit smoking cigarettes in the past year.
Takeaway: Exposure to electronic cigarette advertising may influence e-cigarette use among young adult cigarette smokers.