Adolescents' interest in trying flavoured e-cigarettes.

Area of Science:

• Public Health
• Adolescent Health
• Tobacco Control

Background:

• E-cigarette use among US adolescents surpasses traditional cigarette smoking.
• Flavored e-cigarettes are suspected to drive youth initiation, yet specific flavor appeal remains under-researched.

Purpose of the Study:

• To investigate adolescent perceptions of and attraction to specific e-cigarette flavors.
• To examine the impact of e-cigarette flavor on adolescent interest in trying the product and their beliefs about its harm.

Main Methods:

• A national phone survey of 1125 adolescents aged 13-17 was conducted.
• Participants were randomly assigned to evaluate one of five flavors: tobacco, alcohol, menthol, candy, or fruit.
• Regression analysis assessed flavor's influence on trial interest and harm beliefs.

Main Results:

• Menthol, candy, and fruit flavors significantly increased adolescents' interest in trying e-cigarettes compared to tobacco flavor.
• Adolescents perceived fruit-flavored e-cigarettes as less harmful than tobacco-flavored ones.
• Perceived harm partially mediated the link between certain flavors and trial interest.

Conclusions:

• Candy, fruit, and menthol e-cigarettes hold greater appeal for adolescents than tobacco or alcohol flavors.
• Beliefs about reduced harm partially explain this flavor appeal.
• Policy interventions, such as restricting flavored e-cigarette marketing, are warranted to protect youth.