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

Article


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).
AuthorsBooth, P., Albery, I. P., Cox, S. and Frings, D.
Abstract

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.

JournalBMJ Open
Journal citation9 (Art. 027525)
ISSN2044-6055
Year2019
PublisherBMJ Publishing Group
Publisher's version
License
File Access Level
Anyone
Digital Object Identifier (DOI)doi:10.1136/bmjopen-2018-027525
Web address (URL)http://dx.doi.org/10.1136/bmjopen-2018-027525
Publication dates
Online18 Jun 2019
Publication process dates
Accepted22 May 2019
Deposited19 Jun 2019
FunderCancer Research UK
Copyright holder© 2019 The Authors.
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