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Padon AA, Maloney EK, Cappella JN. Youth-Targeted E-cigarette Marketing in the US. Tob Regul Sci. 2017;3(1):95-101doi: 10.18001/TRS.3.1.9.
Padon, A. A., Maloney, E. K., & Cappella, J. N. (2017). Youth-Targeted E-cigarette Marketing in the US. Tobacco regulatory science, 3(1), 95-101. https://doi.org/10.18001/TRS.3.1.9
Padon, Alisa A, et al. "Youth-Targeted E-cigarette Marketing in the US." Tobacco regulatory science vol. 3,1 (2017): 95-101. doi: https://doi.org/10.18001/TRS.3.1.9
Padon AA, Maloney EK, Cappella JN. Youth-Targeted E-cigarette Marketing in the US. Tob Regul Sci. 2017 Jan;3(1):95-101. doi: 10.18001/TRS.3.1.9. PMID: 28083545; PMCID: PMC5221880.
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Tob Regul Sci. 2017 Jan;3(1):95-101. doi: 10.18001/TRS.3.1.9.

Youth-Targeted E-cigarette Marketing in the US.

Tobacco regulatory science

Alisa A Padon, Erin K Maloney, Joseph N Cappella

Affiliations

  1. Annenberg School for Communication, Tobacco Center of Regulatory Science, Philadelphia, PA.

PMID: 28083545 PMCID: PMC5221880 DOI: 10.18001/TRS.3.1.9

Abstract

OBJECTIVES: The purpose of this project was to explore the extent to which e-cigarette advertisements use youth-appealing content.

METHODS: A sample of e-cigarette video ads (N = 154) were coded by 3 independent coders using the content appealing to youth (CAY) index, which measures over 40 youth-appealing features. To calculate a total CAY score for each ad, scores were normalized and summed such that a higher score represented the presence of more youth-appealing elements.

RESULTS: All ads included some youth-appealing content, with frequent use of emotional appeals, including happiness (68%), friendship (41%), sex (24%), and success (24%). Over half featured animation. However, product appeals, known to be disliked by youth, were also prevalent. Eighty-seven percent used a direct appeal to e-cigarettes' value over tobacco cigarettes; 66% mentioned product composition; and 40% mentioned health.

CONCLUSIONS: Given the unregulated context in the US, e-cigarette marketing currently contains many features that may be particularly appealing to youth.

Keywords: Content Appealing to Youth (CAY) Index; advertising; e-cigarettes; youth

Conflict of interest statement

No authors have any conflicts of interest to declare.

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