Exposure to Electronic Cigarette Advertising Influences Interest in Trial Use among Cigarette Smokers

Cigarette smokers appear to be influenced by electronic cigarette advertising, according to a study published online in the journal Tobacco Induced Diseases.

Danielle Smith, MPH, Senior Research Associate and Andrew Hyland, PhD, Chair, both of the Department of Health Behavior at Roswell Park Comprehensive Cancer Center, conducted a pilot study to examine whether or not exposure to ads for e-cigarettes influenced interest in trying e-cigarettes among a sample of 600 smokers and non-smokers from 18 – 65 years of age. After viewing the ads, participants were asked about their perceptions, beliefs, attitudes and interest in e-cigarette use.

“In this study, we found that exposure to e-cigarette advertising may boost interest in trying this novel product. Additionally, cigarette smokers were much more likely to report interest in trying e-cigarettes than non-smokers,” says Smith. “Few studies have evaluated the associations between advertising and e-cigarettes perceptions. This research adds to the growing body of research that illuminates the influence of e-cigarette promotions,” continues Dr. Hyland.