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Who Is Exposed to E-Cigarette Advertising and Where? Differences between Adolescents, Young Adults and Older Adults

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  • Kimberly G. Wagoner

    (Wake Forest School of Medicine, Department of Social Sciences and Health Policy, Medical Center Blvd, Winston-Salem, NC 27157, USA)

  • David M. Reboussin

    (Wake Forest School of Medicine, Department of Biostatistics and Data Science, Medical Center Blvd, Winston-Salem, NC 27157, USA)

  • Jessica L. King

    (Wake Forest School of Medicine, Department of Social Sciences and Health Policy, Medical Center Blvd, Winston-Salem, NC 27157, USA)

  • Elizabeth Orlan

    (Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina at Chapel Hill, Chapel Hill, NC 27514, USA)

  • Jennifer Cornacchione Ross

    (Wake Forest School of Medicine, Department of Social Sciences and Health Policy, Medical Center Blvd, Winston-Salem, NC 27157, USA)

  • Erin L. Sutfin

    (Wake Forest School of Medicine, Department of Social Sciences and Health Policy, Medical Center Blvd, Winston-Salem, NC 27157, USA)

Abstract

Little is known about differences between adolescents’ and adults’ exposure to e-cigarette advertising in various media channels, such as retail establishments, print, television, radio, and digital marketing. We examined the exposure to e-cigarette advertising in these channels amongst adolescents (13–17), young adults (18–25), and older adults (26+). Adolescents ( N = 1124), young adults ( N = 809), and adults ( N = 4186) were recruited through two nationally representative phone surveys from 2014–2015. Lifetime e-cigarette advertising exposure was prevalent (84.5%). Overall, older adult males and older adult cigarette smokers reported the highest exposure to e-cigarette advertising ( p < 0.001). Television was the largest source of exposure for all age groups. Adolescents and young adults had higher odds than older adults of exposure through television and digital marketing. However, adolescents had lower odds than young adults and older adults of exposure through retailers and print media. Although e-cigarette advertising appears to be reaching the intended audience of adult smokers, vulnerable populations are being exposed at high rates via television and digital marketing. Regulations aimed at curbing exposure through these media channels are needed, as are counter advertising and prevention campaigns.

Suggested Citation

  • Kimberly G. Wagoner & David M. Reboussin & Jessica L. King & Elizabeth Orlan & Jennifer Cornacchione Ross & Erin L. Sutfin, 2019. "Who Is Exposed to E-Cigarette Advertising and Where? Differences between Adolescents, Young Adults and Older Adults," IJERPH, MDPI, vol. 16(14), pages 1-11, July.
    • Handle: RePEc:gam:jijerp:v:16:y:2019:i:14:p:2533-:d:248705
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    References listed on IDEAS

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    1. Dave, Dhaval & Dench, Daniel & Grossman, Michael & Kenkel, Donald S. & Saffer, Henry, 2019. "Does e-cigarette advertising encourage adult smokers to quit?," Journal of Health Economics, Elsevier, vol. 68(C).
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    Cited by:

    1. Bukola Usidame & Jana L. Hirschtick & Delvon T. Mattingly & Akash Patel & Megan E. Patrick & Nancy L. Fleischer, 2022. "Sociodemographic Patterns of Exclusive and Dual Combustible Tobacco and E-Cigarette Use among US Adolescents—A Nationally Representative Study (2017–2020)," IJERPH, MDPI, vol. 19(5), pages 1-13, March.
    2. Vuong V. Do & Amy L. Nyman & Yoonsang Kim & Sherry L. Emery & Scott R. Weaver & Jidong Huang, 2022. "Association between E-Cigarette Advertising Exposure and Use of E-Cigarettes among a Cohort of U.S. Youth and Young Adults," IJERPH, MDPI, vol. 19(19), pages 1-13, October.
    3. Marine Gossin & Gerhard Gmel & Joseph Studer & Mathieu Saubade & Carole Clair, 2020. "The Association between Type and Intensity of Sport and Tobacco or Nicotine Use—A Cross-Sectional Study among Young Swiss Men," IJERPH, MDPI, vol. 17(22), pages 1-12, November.
    4. Nan Jiang & Shu Xu & Le Li & Omar El-Shahawy & Nicholas Freudenberg & Jenni A. Shearston & Scott E. Sherman, 2022. "The Mediating Effect of E-Cigarette Harm Perception in the Relationship between E-Cigarette Advertising Exposure and E-Cigarette Use," IJERPH, MDPI, vol. 19(10), pages 1-10, May.

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