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Adolescents' interest in trying flavoured e-cigarettes.

J K Pepper1,2, K M Ribisl1,3, N T Brewer1,3

  • 1Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina, Chapel Hill, North Carolina, USA.

Tobacco Control
|September 17, 2016
PubMed
Summary

Flavored e-cigarettes, especially candy, fruit, and menthol, are more appealing to adolescents than tobacco or alcohol flavors. This increased interest is partly due to perceived lower harm, highlighting a need for policy changes regarding flavored e-cigarette marketing.

Keywords:
Advertising and PromotionElectronic nicotine delivery devicesNon-cigarette tobacco productsPriority/special populations

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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.