According to a new study published in ERJ Open Research, the more adolescents say they have seen e-cigarette advertisements, the more they tend to use it and also to use tobacco.
6900 STUDENTS QUESTIONED ON THE RELATIONSHIP TO E-CIGARETTE ADVERTISING
This new study of the European Lung Foundation took place in Germany, where tobacco and e-cigarette advertising regulations are more permissive than in other parts of Europe. Elsewhere, it is prohibited to advertise tobacco products, but certain types of e-cigarette advertisements and promotions are still permitted.
The researchers say their work shows that children and adolescents should be protected from the potential dangers of smoking and e-cigarette use by a total ban on advertising and promotions.
Le Dr. Julia Hansen, researcher at the Institute for Therapy and Health Research (IFT-Nord) in Kiel (Germany), was co-researcher for this study. She declares: " The World Health Organization recommends a complete ban on advertising, promotion and sponsorship of tobacco products in its Framework Convention on Tobacco Control. Despite this, in Germany tobacco and e-cigarettes can still be advertised in stores, on billboards and in cinemas after 18 p.m. Elsewhere, although tobacco advertising may be banned, the regulation of e-cigarette advertising is more variable. We wanted to examine the impact advertising can have on young people. »
The researchers asked 6 902 students of schools in six German states to complete anonymous questionnaires. They were between 10 and 18 years old and were on average 13 years old. They were asked questions about their lifestyle, including diet, exercise, smoking, and e-cigarette use. They were also asked about their socio-economic status and their academic performance.
Students were presented with images of actual e-cigarette advertisements without citing brands and asked how many times they had seen them.
In total, 39% of students said they saw the ads. Those who said they saw the ads were 2 or 3 times more likely to say they used e-cigarettes and 40% more likely to say they smoked tobacco. The results also suggest a correlation between the number of advertisements seen and the frequency of e-cigarette or tobacco consumption. Other factors, such as age, tendency to seek certain sensations, the type of school teens attended, and having a friend who smokes were also related to the likelihood of using e-. cigarette and smoking.
A STUDY THAT SUGGESTS THAT " YOUNG PEOPLE ARE VULNERABLE FACING THE E-CIGARETTE«
Dr. Hansen said, " In this large study of adolescents, we clearly see a trend: those who say they have seen e-cigarette ads are more
likely to say they have vaped or smoked tobacco »
She adds " This type of research cannot prove any cause and effect, but it does suggest that e-cigarette advertising is reaching these vulnerable young people. At the same time, we know that e-cigarette manufacturers offer flavors suitable for children, such as candy, chewing gum or even cherry. »
According to her " There is evidence that e-cigarettes are not harmless, and this study adds to existing evidence that seeing advertising of vaping products and their use may also cause teens to smoke. It is feared that their use could be a "gateway" to cigarettes which could help the development of a new generation of smokers. Young people should therefore be protected from any type of marketing action. »
Dr Hansen hopes to continue studying this large group of students to determine if there are any changes over time. According to her, her work could help clarify the correlations between exposure to advertisements and the use of e-cigarettes as well as tobacco.
Le Pr Charlotta Pisinger, president of the tobacco control committee of the European Pneumology Society who did not participate in the research, declares: “ E-cigarette producers can claim that advertising is a legitimate way to educate adults about their products. However, this study suggests that children and young people may suffer collateral damage.«
