Can E-cigarette Ads Undermine Former Smokers? An Experimental Study

Abstract

Objectives: Many e-cigarette advertisements (ads) are reminiscent of ads for cigarettes. This study explored the effects of e-cigarette ad exposure among former smokers in 2 countries with different e-cigarette regulation contexts. Methods: In an online study, 408 US and 405 Australian former smokers from survey panels were randomized to one of 14 e-cigarette or 2 control ads. Analyses examined effects of ad condition, and interactions by country and relapse susceptibility. Results: Effects were generally consistent across countries. Compared to control ads, those exposed to e-cigarette ads not only were more likely to have some urge or susceptibility to use e-cigarettes, but also were more ..