Abstract
BackgroundThe use of electronic cigarettes (e-cigarettes), also known as vaping, has risen exponentially among North American youth in recent years and has become a critical public health concern. The marketing strategies used by e-cigarette companies have been associated with the uptick in use among youth, with video advertisements on television and other electronic platforms being the most pervasive strategy. It is unknown how these advertisements may be tapping into youth needs and preferences.ObjectiveThe aim of this 2-phase study was to examine the marketing strategies that underpin e-cigarette advertisements, specifically in the context of television.MethodsIn phase 1, a scoping review was conducted to identify various influences on e-cigarette uptake among youth. Results of this scoping review informed the development of a coding framework. In phase 2, this framework was used to analyze the content of e-cigarette advertisements as seen on 2 popular television channels (Discovery and AMC).ResultsIn phase 1, a total of 20 articles met the inclusion criteria. The resultant framework consisted of 16 key influences on e-cigarette uptake among youth, which were categorized under 4 headings: personal, relational, environmental, and product-related. In phase 2, 38 e-cigarette advertisements were collected from iSpot.tv and represented 11 popular e-cigarette brands. All of the advertisements tapped into the cited influences of youth e-cigarette uptake, with the most commonly cited influences (product and relational) tapping into the most, at 97% (37/38) and 53% (20/38), respectively.ConclusionsThe findings highlight the multidimensional influences on youth uptake of e-cigarettes, which has important implications for developing effective antivaping messages, and assist public health professionals in providing more comprehensive prevention and cessation support as it relates to e-cigarette use. The findings also bring forward tangible strategies employed by e-cigarette companies to recruit youth into vaping. Understanding this is vital to the development of cohesive strategies that combat these provaping messages.
Highlights
The use of electronic cigarettes (e-cigarettes), known as vaping, among youth is a pressing public health concern in the United States and Canada
The scoping review generated a coding framework that revealed 4 overall categories associated with youth vaping, including personal, relational, environmental, and product-related influences, with 16 subcategories
A scoping review of the extant literature identified 16 major influences associated with youth vaping, which fell under the categories of personal, relational, environmental, and product-related factors
Summary
The use of electronic cigarettes (e-cigarettes), known as vaping, among youth is a pressing public health concern in the United States and Canada. The marketing strategies used by e-cigarette companies have been associated with the uptick in use among youth, with video advertisements on television and other electronic platforms being the most pervasive strategy. Methods: In phase 1, a scoping review was conducted to identify various influences on e-cigarette uptake among youth Results of this scoping review informed the development of a coding framework. Conclusions: The findings highlight the multidimensional influences on youth uptake of e-cigarettes, which has important implications for developing effective antivaping messages, and assist public health professionals in providing more comprehensive prevention and cessation support as it relates to e-cigarette use. Understanding this is vital to the development of cohesive strategies that combat these provaping messages
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