RT Journal Article
SR Electronic
T1 Exposure to Electronic Cigarette Television Advertisements Among Youth and Young Adults
JF Pediatrics
JO Pediatrics
FD American Academy of Pediatrics
SP e29
OP e36
DO 10.1542/peds.2014-0269
VO 134
IS 1
A1 Duke, Jennifer C.
A1 Lee, Youn O.
A1 Kim, Annice E.
A1 Watson, Kimberly A.
A1 Arnold, Kristin Y.
A1 Nonnemaker, James M.
A1 Porter, Lauren
YR 2014
UL http://pediatrics.aappublications.org/content/134/1/e29.abstract
AB 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.