E-cigarette marketing exposure was associated with greater openness to vaping
Links with interest and use were particularly apparent for social media and retail exposure, while traditional media findings were weaker.
Based on the published abstract. The full paper may contain additional methods, results and limitations.
The 30-second takeaway
Across studies, people exposed to e-cigarette marketing were more likely to report interest in vaping, intentions to try it, or use. Associations were especially apparent for social media and retail exposure among younger people. Much of the evidence cannot establish causation; experiments showed effects on perceptions and openness, not necessarily sustained vaping.
Many studies measured exposure and outcomes at the same time, limiting causal interpretation. The abstract provides no pooled effect size, and results varied by marketing channel and study approach.
Different designs answer different questions
Follow-up studies supported an association between earlier marketing exposure and later initiation. Experiments showed that advertisement framing could change perceptions and willingness to use, which is a different endpoint from actually starting or continuing vaping.
The channel mattered
The review found that links with ever or current use varied across advertising channels. Television, print and radio results were weaker or statistically unclear, so the findings should not be treated as uniform across all marketing.
The original publication
Impact of e-cigarette advertising, promotion, and sponsorship on cognition and behavior: a systematic review of public responses.
Prajongjeep A, Chutiphongdech T, Phuengnam K et al.
BMC Health Serv Res · 2025
- PubMed ID
- 41444581
- Record checked
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