Exposure to Advertisements and Susceptibility to Electronic Cigarette Use Among Youth

Hongying Dai, Jianqiang Hao

Research output: Contribution to journalArticlepeer-review

40 Scopus citations


Purpose Despite the rapid increase in e-cigarette use among youth, little is known about the social and behavioral factors that have contributed to this rise. We investigated whether young e-cigarette users are susceptible to e-cigarette advertisements. Methods Estimates of e-cigarette use and exposure to e-cigarette advertisements from the 2014 National Young Tobacco Survey were investigated. Factors associated with the prevalence and levels of e-cigarette use were analyzed using multinomial logistic regression. Results Of all respondents (n = 21,491), 19.8% had tried e-cigarettes and 9.4% were current e-cigarette users. Exposure to e-cigarette ads was prevalent among youth, with 38.6%/29.6%/53.2%/35.4% having medium to high exposure to e-cigarette ads from the Internet/newspapers/stores/TV, respectively. Current use of e-cigarettes among youth was associated with frequent exposure (high vs. low) to e-cigarette advertising from the Internet (odd ratio [OR] = 3.1, p <.0001), newspapers/magazines (OR = 2.5, p <.0001), stores (OR = 2.8, p <.0001), and TV/movies (OR = 2.1, p <.0001). In the multivariate analysis that joint analyzed four advertisement channels and covariates, greater exposure to e-cigarette ads on the Internet (adjusted OR = 1.9, p <.0001) and in retail stores (adjusted OR = 1.9, p <.0001) remained to be significantly associated with increased odds of using e-cigarettes. Vaping by other household members significantly increased the risk of adolescent e-cigarette use (OR = 8.7, p <.0001). Conclusions Exposure to e-cigarette ads significantly increased susceptibility to e-cigarette use among adolescents. E-cigarette advertising regulations and educational campaigns are critically needed.

Original languageEnglish (US)
Pages (from-to)620-626
Number of pages7
JournalJournal of Adolescent Health
Issue number6
StatePublished - Dec 1 2016
Externally publishedYes


  • Advertisements
  • E-cigarette use
  • National Young Tobacco Survey
  • youth

ASJC Scopus subject areas

  • Pediatrics, Perinatology, and Child Health
  • Public Health, Environmental and Occupational Health
  • Psychiatry and Mental health


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