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ABSTRACT: Introduction
In contrast to tobacco smoking, electronic cigarette ("vaping") advertisement had been approved in the United Kingdom (UK) in January 2013. Currently, there are an estimated 3.2 million UK e-cigarette users. The impact of e-cigarette advertisement on tobacco use has not been studied in detail. We hypothesised that e-cigarette advertisement impacts on conventional smoking behaviour.Methods
A cross-sectional structured survey assessed the impact of e-cigarette advertising on the perceived social acceptability of cigarette and e-cigarette smoking and on using either cigarettes or e-cigarettes (on a scale of 1 to 5/'not at all' to 'a lot'). The survey was administered between January to March 2015 to London university students, before and after viewing 5 UK adverts including a TV commercial.Results
Data were collected from 106 participants (22?±?2 years, 66% male), comprising cigarette smokers (32%), non-smokers (54%) and ex-smokers (14%). This included vapers (16%), non-vapers (77%) and ex-vapers (7%). After viewing the adverts, smokers (2.6?±?1.0 vs. 3.8?±?1.1, p?=?0.001) and non-smokers (3.2?±?0.7 vs. 3.7?±?0.8, p?=?0.007) felt smoking was more socially acceptable, compared to before viewing them. Participants were more likely to try both e-cigarettes (1.90?±?1.03 to 3.09?±?1.11, p?ConclusionE-cigarette advertising encourages both e-cigarette and conventional cigarette use in young smokers and non-smokers. The adverts increase the social acceptability of smoking without regarding the importance of public health campaigns that champion smoking cessation.
SUBMITTER: Ratneswaran C
PROVIDER: S-EPMC6778585 | biostudies-literature | 2019 Oct
REPOSITORIES: biostudies-literature
Ratneswaran C C Steier J J Reed K K Khong T K TK
Lung 20190828 5
<h4>Introduction</h4>In contrast to tobacco smoking, electronic cigarette ("vaping") advertisement had been approved in the United Kingdom (UK) in January 2013. Currently, there are an estimated 3.2 million UK e-cigarette users. The impact of e-cigarette advertisement on tobacco use has not been studied in detail. We hypothesised that e-cigarette advertisement impacts on conventional smoking behaviour.<h4>Methods</h4>A cross-sectional structured survey assessed the impact of e-cigarette advertis ...[more]