Relationship between e-cigarette media content and product use: A scoping review

E-cigarettes have emerged as a popular alternative to traditional tobacco products, raising concerns about the potential public health impact of widespread exposure to e-cigarette content. This scoping review aimed to answer the question: 'Is there an association between exposure to e-cigarette content on social or traditional media and product use among individuals?'.

The review was conducted in accordance with PRISMA-ScR guidelines. A literature search was performed in MEDLINE (PubMed), Cochrane, EMBASE, and ScienceDirect on 30 July 2023, including studies published from 2004 to July 2023. Only studies in English were included, focusing on participants exposure to e-cigarettes via media platforms. The review examined self-reported exposure to organic posts and promotions, with outcomes related to e-cigarette use (lifetime/ever and current/past 30-day use). The review also explored trends in media advertising and e-cigarette use during that period. The marketing platforms assessed included social media (Instagram, YouTube, Reddit, Facebook, Twitter, and Snapchat, websites), traditional media (television, movies, radio), and print media (magazines, newspapers).

Of the 30 studies included in this review, 14 were longitudinal in design. The majority were conducted in the United States (n=27), with one study each from China, Germany, and Scotland. The prevalence of current and ever e-cigarette users varied across different regions and populations. The majority of studies covered in the review observed a significant association between e-cigarette marketing exposure and product use among various demographic groups. Multiple US national studies reported an upward trend in e-cigarettes use from 2011 to 2019. Longitudinal studies indicated a temporal relationship between e-cigarette marketing and subsequent product use, particularly among youth.

This scoping review highlights the evolving landscape of e-cigarette media advertising and its potential correlation on product use. Exposure to e-cigarette content on traditional and social media was consistently associated with e-cigarette consumption among diverse populations.