Exposure to Advertisements and Susceptibility to Electronic Cigarette Use Among Youth.

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Publication Date



DOI: 10.1016/j.jadohealth.2016.06.013


PURPOSE: Despite the rapid increase in e-cigarette use among youth, little is known about the social and behavioral factors that have contributed to this rise. We investigated whether young e-cigarette users are susceptible to e-cigarette advertisements.

METHODS: Estimates of e-cigarette use and exposure to e-cigarette advertisements from the 2014 National Young Tobacco Survey were investigated. Factors associated with the prevalence and levels of e-cigarette use were analyzed using multinomial logistic regression.

RESULTS: Of all respondents (n = 21,491), 19.8% had tried e-cigarettes and 9.4% were current e-cigarette users. Exposure to e-cigarette ads was prevalent among youth, with 38.6%/29.6%/53.2%/35.4% having medium to high exposure to e-cigarette ads from the Internet/newspapers/stores/TV, respectively. Current use of e-cigarettes among youth was associated with frequent exposure (high vs. low) to e-cigarette advertising from the Internet (odd ratio [OR] = 3.1, p < .0001), newspapers/magazines (OR = 2.5, p < .0001), stores (OR = 2.8, p < .0001), and TV/movies (OR = 2.1, p < .0001). In the multivariate analysis that joint analyzed four advertisement channels and covariates, greater exposure to e-cigarette ads on the Internet (adjusted OR = 1.9, p < .0001) and in retail stores (adjusted OR = 1.9, p < .0001) remained to be significantly associated with increased odds of using e-cigarettes. Vaping by other household members significantly increased the risk of adolescent e-cigarette use (OR = 8.7, p < .0001).

CONCLUSIONS: Exposure to e-cigarette ads significantly increased susceptibility to e-cigarette use among adolescents. E-cigarette advertising regulations and educational campaigns are critically needed.

Journal Title

The Journal of adolescent health : official publication of the Society for Adolescent Medicine





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MeSH Keywords

Adolescent; Adolescent Behavior; Advertising as Topic; Child; Electronic Nicotine Delivery Systems; Female; Health Knowledge, Attitudes, Practice; Humans; Logistic Models; Male; Risk Factors; Smoking; Surveys and Questionnaires; Tobacco Industry


Ecigarettes; vaping; teenagers

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