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Should e-cigarette advertisements be allowed?

800 daily, intermittent, and former smokers watched e-cigarette advertising, and then took a survey to determine smoking urges, intentions, and behaviors.

If you thought e-cigarettes were a healthier alternative to cigarettes and that people should stop craving them, then think again. Watching advertisements of e-cigarettes can make people crave for tobacco, and it doesn t matter if they did or did not smoke before.

Researchers Erin K. Maloney, Ph.D. and Joseph N. Cappella, Ph.D. from the University of Pennsylvania studied more than 800 daily, intermittent, and former smokers who watched e-cigarette advertising, and who then took a survey to determine smoking urges, intentions, and behaviors. Read about whether electronic cigarettes can cause nicotine addiction.

The scientists observed a trend that more daily smokers who viewed ads with vaping smoked a tobacco cigarette during the experiment than daily smokers who viewed ads without vaping and daily smokers who did not view ads. Over 35 percent of the daily smokers in the condition that showed vaping reported having a tobacco cigarette during the study versus 22 percent of daily smokers who saw ads without vaping, and about 23 percent of daily smokers who did not see any advertising.

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They wrote that given the sophistication of cigarette marketing in the past and the exponential increase in advertising dollars allotted to e-cigarette promotion in the past year, it should be expected that advertisements for these products created by big tobacco companies will maximize smoking cues in their advertisements, and if not regulated, individuals will be exposed to much more e-cigarette advertising on a daily basis. Read about how switching to e-cigarettes can help you quit smoking.

The findings are reported in the journal Health Communication.

With inputs from ANI

Image source: Getty Images


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