Advertising exposure and use of e‐cigarettes among female current and former tobacco users of childbearing age

• Published in: Public health Nursing Vol. 34; no. 5; pp. 430 - 436
• Main Authors: Ashford, Kristin, Rayens, Emily, Wiggins, Amanda T., Rayens, Mary Kay, Fallin, Amanda, Sayre, Molly Malany
• Format: Journal Article
• Language: English
• Published: United States Wiley Subscription Services, Inc 01.09.2017
• Subjects: Adolescent; Adult; Advertisements; Advertising; Advertising - statistics & numerical data; advertising exposure; Age; Age Distribution; Cigarettes; Cross-Sectional Studies; Demographics; Demography; Digital media; Electronic cigarettes; Electronic Nicotine Delivery Systems - statistics & numerical data; Exposure; e‐cigarettes; Female; flavored e‐cigarettes; Flavoring Agents; Humans; Kentucky - epidemiology; Middle Aged; Nursing; Pregnancy; Smoking; Smoking - epidemiology; Social networks; Tobacco; tobacco use; women; Young Adult; Kentucky; advertising exposure; e-cigarettes; tobacco use; flavored e-cigarettes; women
• ISSN: 0737-1209; 1525-1446
• DOI: 10.1111/phn.12334

Objective The study examined the relationship between exposure to e‐cigarette advertising and e‐cigarette use by pregnancy status, including use of flavored e‐cigarette products, among women of childbearing age. Design A cross‐sectional, correlational design was used. Subjects Female current or former tobacco users in Central and Eastern Kentucky, 18–45 years old (N = 194, 52% pregnant). Measures Demographics, pregnancy status, cigarette and e‐cigarette use, and exposure to e‐cigarette advertising. Results Younger age, white non‐Hispanic race, and greater exposure to e‐cigarette advertising were associated with a higher likelihood of ever using e‐cigarettes (p < .05 for each variable). Pregnancy was not associated with ever use (p = .11). Younger age was associated with use of flavored e‐cigarettes (p = .0027). Among e‐cigarette users, those who used flavored products were more likely to have seen advertisements or information about e‐cigarettes on social media, compared to those who used unflavored e‐cigarettes only (p = .016). Conclusion There is a link between advertising exposure and ever use of e‐cigarettes. Pregnancy status is not significantly associated with ever use. Use of flavored e‐cigarettes is associated with younger age. E‐cigarette users with greater exposure to advertising on social media were more likely to use flavored products.