Survey of the effect of viewing an online e-cigarette advertisement on attitudes towards cigarette and e-cigarette use in adults located in the UK and USA: a cross-sectional study
Booth, P., Albery, I. P., Cox, S. and Frings, D. 2019. Survey of the effect of viewing an online e-cigarette advertisement on attitudes towards cigarette and e-cigarette use in adults located in the UK and USA: a cross-sectional study. BMJ Open. 9 (Art. 027525). https://doi.org/10.1136/bmjopen-2018-027525
|Authors||Booth, P., Albery, I. P., Cox, S. and Frings, D.|
Objectives This study explored the potential for e-cigarette advertisements to (1) enhance attitudes towards cigarettes and/or (2) reduce barriers to e-cigarettes uptake. The study tested whether exposure to an online electronic cigarette advertisement changed attitudes towards cigarettes and e-cigarettes in smokers, non-smokers, e-cigarette users and dual users (smokers who also use e-cigarettes).
Design Cross-sectional study
Setting Online survey
Participants Adults (n=964) aged 18 to 65 years old (M=36 years, SD=11.6) from the UK and USA. Participants were grouped into current non-smokers, e-cigarette users, dual users and smokers.
Interventions Participants viewed 1 of 15 randomly assigned online e-cigarette advertisements.
Primary measures Three single seven-point Likert scales measuring health, desirability, social acceptability were completed pre and post advertisement exposure.
Results Post exposure all smoking groups showed a decrease or no change in how socially acceptable or desirable they rated cigarettes. Paradoxically, dual users rated cigarettes as being significantly healthier after viewing the advertisement (p=0.01) while all other smoking group ratings remained the same. There was an increase or no change in how all smoking groups perceived the healthiness and desirability of e-cigarettes
Conclusions We observed no evidence that exposure to an e-cigarette advertisement renormalises or encourages smoking in smokers, non-smokers or e-cigarette users. However, there is some indication that viewing an e-cigarette advertisement may increase duals users’ perceptions of the health of smoking.
|Journal citation||9 (Art. 027525)|
|Publisher||BMJ Publishing Group|
File Access Level
|Digital Object Identifier (DOI)||https://doi.org/10.1136/bmjopen-2018-027525|
|Web address (URL)||http://dx.doi.org/10.1136/bmjopen-2018-027525|
|Online||18 Jun 2019|
|Publication process dates|
|Accepted||22 May 2019|
|Deposited||19 Jun 2019|
|Funder||Cancer Research UK|
|Copyright holder||© 2019 The Authors.|
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