E-Cigarette Marketing Exposure Is Associated With E-Cigarette Use Among US Youth

J Adolesc Health. 2016 Jun;58(6):686-90. doi: 10.1016/j.jadohealth.2016.03.003. Epub 2016 Apr 12.


Purpose: E-cigarettes are currently the most commonly used tobacco product among US youth. However, unlike conventional cigarettes, e-cigarettes are not subject to marketing restrictions. This study investigates the association between exposure to e-cigarette marketing and susceptibility and use of e-cigarettes in youth.

Methods: Data were obtained from the 2014 National Youth Tobacco Survey. Participants were 22,007 US middle and high school students. Multivariate logistic regression models assessed the relationship between e-cigarette marketing (internet, print, retail, and TV/movies) and current and ever use as well as susceptibility to use e-cigarettes among never e-cigarette users.

Results: Exposure to each type of e-cigarette marketing was significantly associated with increased likelihood of ever and current use of e-cigarettes among middle and high school students. Exposure was also associated with susceptibility to use of e-cigarettes among current nonusers. In multivariate models, as the number of channels of e-cigarette marketing exposure increased, the likelihood of use and susceptibility also increased.

Conclusions: Findings highlight the significant associations between e-cigarette marketing and e-cigarette use among youth and the need for longitudinal research on these relationships.

Keywords: Adolescents; Advertising; Electronic cigarettes.

MeSH terms

  • Adolescent
  • Adolescent Behavior*
  • Advertising / methods
  • Advertising / statistics & numerical data*
  • Electronic Nicotine Delivery Systems / statistics & numerical data*
  • Female
  • Humans
  • Male
  • Mass Media / trends
  • Odds Ratio
  • Smoking / psychology
  • Smoking Prevention
  • Students
  • Surveys and Questionnaires