Abstract
Objective: The study was undertaken in Hanoi and Hochiminh city to identify the exposure of youth 15-24 years of age to the advertisement of e cigarettes in 2020. Method: This was a cross sectional study with a qualitative study combination. KISH method was applied to select 1,211 study participants at one urban and one suburban district in each city. There were 6 indepth interviews, 4 group interview and 2 group discussions to be conducted. Results: It revealed that 73.2% of the study participants who were exposed at least one time to one source of e cigarette advertisement in the previous 30 days up to the time of data collection. The most common source that youth exposed to the advertisement of e cigarettes was social media (45%), followed by shops, supermarkets and points of sale (33,4%), printed and e newspaper (25.2%). There were 12.1% youth who was invited to use e cigarettes free by promotional salers. Types or characteristics of e cigarettes advertisement were colourful image (30.9%), attractive image (31.3%). Key opinion leaders participated in e cigarette advertisement were seen by 13.6% of the study participants. Conclusion: Social media was the most common source that youth exposed to e cigarette advertisement. There should be appropriate policy to strictly prevent the youth’ exposure to e cigarettes in different sources with focus on social media and key opinion leaders.
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