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Int J Public Health. 2016 Mar;61(2):215-24. doi: 10.1007/s00038-015-0769-5. Epub 2015 Dec 9.

Adolescents' responses to the promotion and flavouring of e-cigarettes.

Author information

1
Centre for Tobacco Control Research, Institute for Social Marketing, University of Stirling, Stirling, UK. a.j.ford@stir.ac.uk.
2
UK Centre for Tobacco and Alcohol Studies, University of Stirling, Stirling, UK. a.j.ford@stir.ac.uk.
3
Centre for Tobacco Control Research, Institute for Social Marketing, University of Stirling, Stirling, UK.
4
UK Centre for Tobacco and Alcohol Studies, University of Stirling, Stirling, UK.

Abstract

OBJECTIVES:

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.

METHODS:

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.

RESULTS:

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).

CONCLUSIONS:

There is a need to monitor the impact of future market and regulatory change on youth uptake and perceptions of e-cigarettes.

KEYWORDS:

Adolescents; E-cigarette use; E-cigarettes; Flavours; Marketing; Promotion

PMID:
26650455
PMCID:
PMC4819499
DOI:
10.1007/s00038-015-0769-5
[Indexed for MEDLINE]
Free PMC Article

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