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Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Adolescents’ responses to the promotion and flavouring of e-cigarettes
Author(s): Ford, Allison
MacKintosh, Anne Marie
Bauld, Linda
Moodie, Crawford
Hastings, Gerard
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Keywords: E-cigarettes
E-cigarette use
Issue Date: Mar-2016
Date Deposited: 4-May-2016
Citation: Ford A, MacKintosh AM, Bauld L, Moodie C & Hastings G (2016) Adolescents’ responses to the promotion and flavouring of e-cigarettes. International Journal of Public Health, 61 (2), pp. 215-224.
Abstract: Objectives  The purpose of the study is to examine adolescents’ awareness of e-cigarette marketing and investigate the impact of e-cigarette flavour descriptors on perceptions of product harm and user image.  Methods  Data come from the 2014 Youth Tobacco Policy Survey, a cross-sectional in-home survey conducted with 11–16year olds across the UK (n=1205). Adolescents’ awareness of e-cigarette promotion, brands, and flavours was assessed. Perceptions of product harm, and likely user of four examples of e-cigarette flavours was also examined.  Results  Some participants had tried e-cigarettes (12%) but regular use was low (2%) and confined to adolescents who had also smoked tobacco. Most were aware of at least one promotional channel (82%) and that e-cigarettes came in different flavours (69%). Brand awareness was low. E-cigarettes were perceived as harmful (M=3.54, SD=1.19) but this was moderated by product flavours. Fruit and sweet flavours were perceived as more likely to be tried by young never smokers than adult smokers trying to quit (p<0.001).  Conclusions  There is a need to monitor the impact of future market and regulatory change on youth uptake and perceptions of e-cigarettes.
DOI Link: 10.1007/s00038-015-0769-5
Rights: This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (, which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.
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