E-Cigarette Marketing Exposure Is Associated With E-Cigarette Use Among US Youth

• Published in: Journal of adolescent health Vol. 58; no. 6; pp. 686 - 690
• Main Authors: Mantey, Dale S., Cooper, Maria R., Clendennen, Stephanie L., Pasch, Keryn E., Perry, Cheryl L.
• Format: Journal Article
• Language: English
• Published: United States Elsevier Inc 01.06.2016
• Subjects: Adolescent; Adolescent Behavior; Adolescents; Advertising; Advertising as Topic - methods; Advertising as Topic - statistics & numerical data; Electronic cigarettes; Electronic Nicotine Delivery Systems - utilization; Female; Humans; Male; Mass Media - trends; Odds Ratio; Pediatrics; Smoking - psychology; Smoking Prevention; Students; Surveys and Questionnaires; Adolescents; Advertising; Electronic cigarettes
• ISSN: 1054-139X; 1879-1972; 1879-1972
• DOI: 10.1016/j.jadohealth.2016.03.003

E-cigarettes are currently the most commonly used tobacco product among US youth. However, unlike conventional cigarettes, e-cigarettes are not subject to marketing restrictions. This study investigates the association between exposure to e-cigarette marketing and susceptibility and use of e-cigarettes in youth. Data were obtained from the 2014 National Youth Tobacco Survey. Participants were 22,007 US middle and high school students. Multivariate logistic regression models assessed the relationship between e-cigarette marketing (internet, print, retail, and TV/movies) and current and ever use as well as susceptibility to use e-cigarettes among never e-cigarette users. Exposure to each type of e-cigarette marketing was significantly associated with increased likelihood of ever and current use of e-cigarettes among middle and high school students. Exposure was also associated with susceptibility to use of e-cigarettes among current nonusers. In multivariate models, as the number of channels of e-cigarette marketing exposure increased, the likelihood of use and susceptibility also increased. Findings highlight the significant associations between e-cigarette marketing and e-cigarette use among youth and the need for longitudinal research on these relationships.