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Electronic Cigarette Advertising Impacts Adversely on Smoking Behaviour Within a London Student Cohort: A Cross-Sectional Structured Survey.
Lung. 2019 10; 197(5):533-540.LUNG

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 < 0.001) and conventional cigarettes (1.73 ± 0.83 to 2.27 ± 1.13, p < 0.001) after viewing the adverts compared to before. Vapers were less likely to smoke both an e-cigarette, and a conventional cigarette after viewing the adverts.

CONCLUSION

E-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.

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Authors+Show Affiliations

Ratneswaran C
Lane Fox Unit/ Sleep Disorders Centre, NHS Foundation Trust, Guy's and St ThomasWestminster Bridge Road, London, SE1 7EH, UK. deeban.ratneswaran@kcl.ac.uk. Faculty of Life Sciences and Medicine, Centre for Human & Applied Physiological Sciences, King's College London, London, UK. deeban.ratneswaran@kcl.ac.uk. Institute of Medical and Biomedical Education, St George's, University of London, London, UK. deeban.ratneswaran@kcl.ac.uk.
Steier J
Lane Fox Unit/ Sleep Disorders Centre, NHS Foundation Trust, Guy's and St ThomasWestminster Bridge Road, London, SE1 7EH, UK. Faculty of Life Sciences and Medicine, Centre for Human & Applied Physiological Sciences, King's College London, London, UK.
Reed K
Faculty of Life Sciences and Medicine, Centre for Human & Applied Physiological Sciences, King's College London, London, UK.
Khong TK
Institute of Medical and Biomedical Education, St George's, University of London, London, UK.

MeSH

Consumer Product SafetyCross-Sectional StudiesDirect-to-Consumer AdvertisingElectronic Nicotine Delivery SystemsFemaleHealth BehaviorHealth Knowledge, Attitudes, PracticeHumansLondonMaleNon-SmokersPsychological DistanceRisk AssessmentSmokersStudentsTobacco SmokingVapingYoung Adult

Pub Type(s)

Comparative Study
Journal Article

Language

eng

PubMed ID

31463548

Citation

Ratneswaran, C, et al. "Electronic Cigarette Advertising Impacts Adversely On Smoking Behaviour Within a London Student Cohort: a Cross-Sectional Structured Survey." Lung, vol. 197, no. 5, 2019, pp. 533-540.
Ratneswaran C, Steier J, Reed K, et al. Electronic Cigarette Advertising Impacts Adversely on Smoking Behaviour Within a London Student Cohort: A Cross-Sectional Structured Survey. Lung. 2019;197(5):533-540.
Ratneswaran, C., Steier, J., Reed, K., & Khong, T. K. (2019). Electronic Cigarette Advertising Impacts Adversely on Smoking Behaviour Within a London Student Cohort: A Cross-Sectional Structured Survey. Lung, 197(5), 533-540. https://doi.org/10.1007/s00408-019-00262-z
Ratneswaran C, et al. Electronic Cigarette Advertising Impacts Adversely On Smoking Behaviour Within a London Student Cohort: a Cross-Sectional Structured Survey. Lung. 2019;197(5):533-540. PubMed PMID: 31463548.
* Article titles in AMA citation format should be in sentence-case
TY - JOUR T1 - Electronic Cigarette Advertising Impacts Adversely on Smoking Behaviour Within a London Student Cohort: A Cross-Sectional Structured Survey. AU - Ratneswaran,C, AU - Steier,J, AU - Reed,K, AU - Khong,T K, Y1 - 2019/08/28/ PY - 2018/12/30/received PY - 2019/08/14/accepted PY - 2019/8/30/pubmed PY - 2020/5/1/medline PY - 2019/8/30/entrez KW - E-cigarette KW - Public health KW - Smoking KW - Tobacco SP - 533 EP - 540 JF - Lung JO - Lung VL - 197 IS - 5 N2 - 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 < 0.001) and conventional cigarettes (1.73 ± 0.83 to 2.27 ± 1.13, p < 0.001) after viewing the adverts compared to before. Vapers were less likely to smoke both an e-cigarette, and a conventional cigarette after viewing the adverts. CONCLUSION: E-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. SN - 1432-1750 UR - https://www.unboundmedicine.com/medline/citation/31463548/Electronic_Cigarette_Advertising_Impacts_Adversely_on_Smoking_Behaviour_Within_a_London_Student_Cohort:_A_Cross_Sectional_Structured_Survey_ DB - PRIME DP - Unbound Medicine ER -