Abstract
With the growth in the use of electronic cigarettes in many areas concerns have increased that these devices, enabling users to inhale nicotine and flavored liquids in aerosolized form might result in the renormalization of smoking and ultimately to an increase in smoking prevalence. The current study describes the views and behavior of a sample of non-smokers who have witnessed electronic cigarette use (vaping) on frequent occasions.
Highlights
For at least the last twenty years a key part of global tobacco control policies has been to de-normalize smoking, that is to turn smoking from being a common place and commonly accepted behavior, to making it an unusual, socially stigmatized and unaccepted behavior
These tobacco control policies have succeeded in making smoking both less visible and less socially acceptable and, when combined with serial increases in taxation applied to tobacco products, have been shown to be associated with a sustained reduction in smoking prevalence [1,2,3,4,5,6]
Vasiljevic and colleagues identified very little evidence of a renormalization effect from their study of young peoples’ reactions to e-cigarette promotional material: In an experimental study, we found no evidence that exposing English children aged 11-16 years to adverts for candy-like flavored and non-flavored e-cigarettes increased the low appeal of smoking tobacco, the low appeal of using e-cigarettes, or low susceptibility to tobacco smoking
Summary
For at least the last twenty years a key part of global tobacco control policies has been to de-normalize smoking, that is to turn smoking from being a common place and commonly accepted behavior, to making it an unusual, socially stigmatized and unaccepted behavior. Policies aimed at facilitating the de-normalization of smoking include the requirement to place graphic health warnings on tobacco packaging, the ban on smoking in enclosed public spaces, the ban on smoking in cars where children are present, the ban on advertising of tobacco products, the ban on the sale of tobacco products to young people, and the requirement to market tobacco products in plain or standardized form These tobacco control policies have succeeded in making smoking both less visible and less socially acceptable and, when combined with serial increases in taxation applied to tobacco products, have been shown to be associated with a sustained reduction in smoking prevalence [1,2,3,4,5,6]. The aim of the research was to identify whether such visible vaping was having a notable impact on how this sample of non-smokers viewed smoking, their likelihood of starting to smoke and their attitudes towards smoking and vaping
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