Effects of Exposure to Tobacco and Electronic Cigarette Advertisements on Tobacco Use: An Analysis of the 2015 National Youth Tobacco Survey.

PURPOSE: Tobacco advertising influences youth smoking behavior. Electronic cigarette (E-cigarette) advertising appears to encourage e-cigarette use among youth. Our aim was to explore the combined effect of exposure to both traditional tobacco advertising and e-cigarette advertising on youth's current use of traditional tobacco products and e-cigarettes.

METHODS

Data were obtained from the 2015 National Youth Tobacco Survey (N = 17,711) in the U.S. Three levels of advertising exposure were assessed: none, traditional tobacco-only advertisements, and traditional tobacco and e-cigarette advertisements. Multivariable logistic regression models were used to explore the association between the three advertising exposure categories and current use of tobacco products.

RESULTS

Young people reported frequent exposure to traditional tobacco advertising (64.4%) and e-cigarette advertising (38.7%) in 2015. Exposure to any advertising was associated with significantly increased odds of traditional tobacco product use and e-cigarette use. Compared with no exposure to traditional tobacco or e-cigarette advertising, exposure to both (adjusted odds ratio [aOR]: 1.51) and exposure to traditional tobacco-only advertising (aOR: 1.34) were associated with significantly higher odds of current use of cigarettes, cigars/cigarillos/little cigars (aOR: 1.62 vs. 1.27) and dual/poly use (aOR: 1.91 vs. 1.31); exposure to both was also associated with significantly higher odds of current e-cigarette (aOR: 1.56) and waterpipe with tobacco (aOR: 1.54) use.

CONCLUSIONS

E-cigarette advertising in addition to existing traditional tobacco advertising seems to be associated with the use of tobacco and nicotine products among youth. These findings suggest that stricter regulations for e-cigarette advertising may contribute toward reducing the use of tobacco products among youth.