| Title: |
E-cigarette adverts and children's perceptions of tobacco smoking harms: an experimental study and meta-analysis. |
| Authors: |
Vasiljevic, Milica; St John Wallis, Amelia; Codling, Saphsa; Couturier, Dominique-Laurent; Sutton, Stephen; Marteau, Theresa M |
| Publisher Information: |
BMJ; //doi.org/10.1136/bmjopen-2017-020247; BMJ Open |
| Publication Year: |
2018 |
| Collection: |
Apollo - University of Cambridge Repository |
| Subject Terms: |
e-cigarette marketing; electronic cigarettes; preventive medicine; priority populations; public health; tobacco smoking; Adolescent; Advertising; Child; Electronic Nicotine Delivery Systems; Female; Health Knowledge; Attitudes; Practice; Humans; Male; Prevalence; Schools; United Kingdom |
| Description: |
OBJECTIVES: Children exposed to electronic cigarette (e-cigarette) adverts may perceive occasional tobacco smoking as less harmful than children not exposed to e-cigarette adverts. Given the potential cross-cueing effects of e-cigarette adverts on tobacco smoking, there is an urgent need to establish whether the effect found in prior research is robust and replicable using a larger sample and a stronger control condition. DESIGN: A between-subjects experiment with one independent factor of two levels corresponding to the advertisements to which participants were exposed: glamorous adverts for e-cigarettes, or adverts for objects unrelated to smoking or vaping. PARTICIPANTS: English school children aged 11-16 (n=1449). OUTCOMES: Perceived harm of occasional smoking of one or two tobacco cigarettes was the primary outcome. Secondary outcomes included: perceived harm of regular tobacco smoking, susceptibility to tobacco smoking and perceived prevalence of tobacco smoking in young people. Perceptions of using e-cigarettes were gauged by adapting all the outcome measures used to assess perceptions of tobacco smoking. RESULTS: Tobacco smokers and e-cigarette users were excluded from analyses (final sample n=1057). Children exposed to glamorous e-cigarette adverts perceived the harms of occasional smoking of one or two tobacco cigarettes to be lower than those in the control group (Z=-2.13, p=0.033). An updated meta-analysis comprising three studies with 1935 children confirmed that exposure to different types of e-cigarette adverts (glamorous, healthful, flavoured, non-flavoured) lowers the perceived harm of occasional smoking of one or two tobacco cigarettes (Z=3.21, p=0.001). CONCLUSIONS: This study adds to existing evidence that exposure to e-cigarette adverts reduces children's perceptions of the harm of occasional tobacco smoking. ; National Institute for Health Research Policy Research Programme (Policy Research Unit in Behaviour and Health [PR-UN-0409-10109]) |
| Document Type: |
article in journal/newspaper |
| File Description: |
Electronic; application/pdf |
| Language: |
English |
| Relation: |
https://www.repository.cam.ac.uk/handle/1810/280013 |
| DOI: |
10.17863/CAM.27378 |
| Availability: |
https://www.repository.cam.ac.uk/handle/1810/280013; https://doi.org/10.17863/CAM.27378 |
| Rights: |
Attribution 4.0 International (CC BY 4.0) ; https://creativecommons.org/licenses/by/4.0/ |
| Accession Number: |
edsbas.A00741F6 |
| Database: |
BASE |