Gera E Nagelhout1, Suzanne M Heijndijk2, K Michael Cummings3, Marc C Willemsen4, Bas van den Putte5, Bryan W Heckman6, Karin Hummel7, Hein de Vries8, David Hammond9, Ron Borland10. 1. Department of Health Promotion, Maastricht University (CAPHRI), PO Box 616, 6200 MD Maastricht, The Netherlands; Department of Family Medicine, Maastricht University (CAPHRI), PO Box 616, 6200 MD Maastricht, The Netherlands. Electronic address: gera.nagelhout@maastrichtuniversity.nl. 2. Dutch Alliance for a Smokefree Society, Eisenhowerlaan 108, 2517 KL The Hague, The Netherlands. Electronic address: sanne.heijndijk@alliantienr.nl. 3. Department of Psychiatry and Behavioral Sciences, Medical University of South Carolina, 67 President Street, Charleston, South Carolina 29425, USA. Electronic address: cummingk@musc.edu. 4. Department of Health Promotion, Maastricht University (CAPHRI), PO Box 616, 6200 MD Maastricht, The Netherlands; Dutch Alliance for a Smokefree Society, Eisenhowerlaan 108, 2517 KL The Hague, The Netherlands. Electronic address: marc.willemsen@maastrichtuniversity.nl. 5. Department of Communication, University of Amsterdam (ASCoR), PO Box 15793, 1001 NG Amsterdam, The Netherlands; Trimbos Institute, Netherlands Institute for Mental Health and Addiction, PO Box 725, 3500 AS Utrecht, The Netherlands. Electronic address: S.J.H.M.vandenPutte@uva.nl. 6. Department of Psychiatry and Behavioral Sciences, Medical University of South Carolina, 67 President Street, Charleston, South Carolina 29425, USA. Electronic address: heckmanb@musc.edu. 7. Department of Health Promotion, Maastricht University (CAPHRI), PO Box 616, 6200 MD Maastricht, The Netherlands. Electronic address: karin.hummel@maastrichtuniversity.nl. 8. Department of Health Promotion, Maastricht University (CAPHRI), PO Box 616, 6200 MD Maastricht, The Netherlands. Electronic address: hein.devries@maastrichtuniversity.nl. 9. School of Public Health and Health Systems, University of Waterloo, 200 University Avenue West, Waterloo N2L 3G1, Ontario, Canada. Electronic address: david.hammond@uwaterloo.ca. 10. Nigel Gray Fellowship Group, Cancer Council Victoria, 615 St Kilda Road, Melbourne, Victoria 3004, Australia. Electronic address: ron.borland@cancervic.org.au.
Abstract
BACKGROUND: Much attention has been directed towards the possible effects of e-cigarette advertisements on adolescent never smokers. However, e-cigarette advertising may also influence perceptions and behaviours of adult smokers. The aim of our study was to examine whether noticing e-cigarette advertisements is associated with current use of e-cigarettes, disapproval of smoking, quit smoking attempts, and quit smoking success. METHODS: We used longitudinal data from two survey waves of the ITC Netherlands Survey among smokers aged 16 years and older (n=1198). Respondents were asked whether they noticed e-cigarettes being advertised on television, on the radio, and in newspapers or magazines in the previous 6 months. RESULTS: There was a significant increase in noticing e-cigarette advertisements between 2013 (13.3%) and 2014 (36.0%), across all media. The largest increase was for television advertisements. There was also a substantial increase in current use of e-cigarettes (from 3.1% to 13.3%), but this was not related to noticing advertisements in traditional media (OR=0.99, p=0.937). Noticing advertisements was bivariately associated with more disapproval of smoking (Beta=0.05, p=0.019) and with a higher likelihood of attempting to quit smoking (OR=1.37, p=0.038), but these associations did not reach significance in multivariate analyses. There was no significant association between noticing advertisements and quit smoking success in either the bivariate or multivariate regression analysis (OR=0.92, p=0.807). CONCLUSION: Noticing e-cigarette advertisements increased sharply in the Netherlands between 2013 and 2014 along with increased e-cigarette use, but the two appear unrelated. The advertisements did not seem to have adverse effects on disapproval of smoking and smoking cessation.
BACKGROUND: Much attention has been directed towards the possible effects of e-cigarette advertisements on adolescent never smokers. However, e-cigarette advertising may also influence perceptions and behaviours of adult smokers. The aim of our study was to examine whether noticing e-cigarette advertisements is associated with current use of e-cigarettes, disapproval of smoking, quit smoking attempts, and quit smoking success. METHODS: We used longitudinal data from two survey waves of the ITC Netherlands Survey among smokers aged 16 years and older (n=1198). Respondents were asked whether they noticed e-cigarettes being advertised on television, on the radio, and in newspapers or magazines in the previous 6 months. RESULTS: There was a significant increase in noticing e-cigarette advertisements between 2013 (13.3%) and 2014 (36.0%), across all media. The largest increase was for television advertisements. There was also a substantial increase in current use of e-cigarettes (from 3.1% to 13.3%), but this was not related to noticing advertisements in traditional media (OR=0.99, p=0.937). Noticing advertisements was bivariately associated with more disapproval of smoking (Beta=0.05, p=0.019) and with a higher likelihood of attempting to quit smoking (OR=1.37, p=0.038), but these associations did not reach significance in multivariate analyses. There was no significant association between noticing advertisements and quit smoking success in either the bivariate or multivariate regression analysis (OR=0.92, p=0.807). CONCLUSION: Noticing e-cigarette advertisements increased sharply in the Netherlands between 2013 and 2014 along with increased e-cigarette use, but the two appear unrelated. The advertisements did not seem to have adverse effects on disapproval of smoking and smoking cessation.
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