|Titre :||Impact of advertisements promoting candy-like flavoured e-cigarettes on appeal of tobacco smoking among children: an experimental study (2016)|
|Auteurs :||M. VASILJEVIC ; D. C. PETRESCU ; T. M. MARTEAU|
|Type de document :||Article : Périodique|
|Dans :||Tobacco Control (Vol.25, e2, December 2016)|
|Article en page(s) :||e107-e112|
|Discipline :||SHS (Sciences humaines et sociales / Human and social sciences)|
Thésaurus TOXIBASECIGARETTE ELECTRONIQUE ; PUBLICITE ; ENFANT ; ADOLESCENT ; MARKETING ; TEST ; TABAC ; PERCEPTION
Background: There are concerns that the marketing of e-cigarettes may increase the appeal of tobacco smoking in children. We examined this concern by assessing the impact on appeal of tobacco smoking after exposure to advertisements for e-cigarettes with and without candy-like flavours, such as, bubble gum and milk chocolate.
Methods: We assigned 598 English school children (aged 11-16 years) to 1 of 3 different conditions corresponding to the adverts to which they were exposed: adverts for flavoured e-cigarettes, adverts for non-flavoured e-cigarettes or a control condition in which no adverts were shown. The primary endpoint was appeal of tobacco smoking. Secondary endpoints were: appeal of using e-cigarettes, susceptibility to tobacco smoking, perceived harm of tobacco, appeal of e-cigarette adverts and interest in buying and trying e-cigarettes.
Results: Tobacco smokers and e-cigarette users were excluded from analyses (final sample=471). Exposure to either set of adverts did not increase the appeal of tobacco smoking, the appeal of using e-cigarettes, or susceptibility to tobacco smoking. Also, it did not reduce the perceived harm of tobacco smoking, which was high. Flavoured e-cigarette adverts were, however, more appealing than adverts for non-flavoured e-cigarettes and elicited greater interest in buying and trying e-cigarettes.
Conclusions: Exposure to adverts for e-cigarettes does not seem to increase the appeal of tobacco smoking in children. Flavoured, compared with non-flavoured, e-cigarette adverts did, however, elicit greater appeal and interest in buying and trying e-cigarettes. Further studies extending the current research are needed to elucidate the impact of flavoured and non-flavoured e-cigarette adverts.
|Domaine :||Tabac / Tobacco|
|Affiliation :||Behaviour and Health Research Unit, University of Cambridge, Cambridge, UK|