E-Cigarette Use Among Youth Linked to Advertising and Tobacco Campaigns

Strategic Insights -

Research conducted by investigators at the University of Massachusetts has found that e-cigarette use among youth is on the rise, and is associated with advertising and anti-tobacco campaigns. The study, which examined data from the 2019 National Youth Tobacco Survey, found that exposure to pro-tobacco advertising was linked to increased odds of e-cigarette use, while exposure to anti-tobacco campaigns, such as The Real Cost campaign, was associated with decreased odds of using other tobacco products and dual/poly use.

Key Takeaways:

  • The study found that e-cigarette use among youth is rising, with 13,165 middle and high school students aged 11-17 years participating in the survey.
  • Exposure to The Real Cost campaign was associated with decreased odds of using other tobacco products (AOR=0.60, 95% CI=0.43, 0.84) and dual/poly use (AOR=0.77, 95% CI=0.63, 0.94).
  • Greater e-cigarette advertising exposure was associated with increased odds of being an exclusive e-cigarette user (AOR=1.90, 95% CI=1.52, 2.30) or dual/poly user (AOR=1.69, 95% CI=1.31, 2.18).
  • The study concluded that future studies should assess the long-term effectiveness of anti-tobacco messaging.
  • The research was funded by the Oklahoma Tobacco Settlement Endowment Trust, European Commission, NIH National Cancer Institute (NCI), and NIH National Heart Lung & Blood Institute (NHLBI).

Statistics:

  • 13,165 middle and high school students aged 11-17 years participated in the 2019 National Youth Tobacco Survey.
  • The study found that exposure to The Real Cost campaign was associated with a 60% decrease in the odds of using other tobacco products (AOR=0.60, 95% CI=0.43, 0.84).
  • Greater e-cigarette advertising exposure was associated with a 90% increase in the odds of being an exclusive e-cigarette user (AOR=1.90, 95% CI=1.52, 2.30).

Sources:

  • Associations Between Exposure To the Real Cost Campaign, Pro-tobacco Advertisements, and Tobacco Use Among Youth In the Us. American Journal of Preventive Medicine, 2021;60(5):706-710.
  • Elsevier Science Inc, Ste 800, 230 Park Ave, New York, NY 10169, USA. (Elsevier - www.elsevier.com; American Journal of Preventive Medicine - www.journals.elsevier.com/american-journal-of-preventive-medicine/)
  • University of Massachusetts, School of Medicine, Div Preventat & Behav Med, Dept Populat & Quantitat Hlth Sci, Worcester, MA 01605, United States.