Wicked Wizard E liquid Electronic cigarettes challenge anti-smoking efforts
Exposure to Electronic Cigarette Television Advertisements Among Youth and Young Adults
BACKGROUND AND OBJECTIVE: Currently, the US Food and Drug Administration does not regulate electronic cigarette (e cigarette) marketing unless it is advertised as a smoking cessation aid. To date, the extent to which youth and young adults are exposed to e cigarette television advertisements is unknown. The objective of this study was to analyze trends in youth and young adult exposure to e cigarette television advertisements in the United States.
METHODS: Nielsen data on television household audiences’ exposure to e cigarette advertising across US markets were examined by calendar quarter, year, and sponsor.
RESULTS: Youth exposure to television e cigarette advertisements, measured by target rating points, increased 256% from 2011 to 2013. Young adult exposure increased 321% over the same period. More than 76% of all youth e cigarette advertising exposure occurred on cable networks and was driven primarily by an advertising campaign for 1 e cigarette brand.
CONCLUSIONS: E cigarette companies currently advertise their products to a broad audience that includes 24 million youth. The dramatic increase in youth and young adult television exposure between 2011 and 2013 was driven primarily by a large advertising campaign on national cable networks. In the absence of evidence-based public health messaging, the current e cigarette television advertising may be promoting beliefs and behaviors that pose harm to the public health. If current trends in e cigarette television advertising continue, awareness and use of e cigarettes are likely to increase among youth and young adults.