Evaluating strategies to reduce the effects of pro-e-cigarette social media posts in young adults

Examine how sponsorship disclosures and nicotine warning labels (NWLs) affect responses to proe-cigarette Instagram posts among Mexican young adults.

In a 2 x 2 online experiment, Mexicans aged 18-24 (N= 699; 53% users and 47% nonusers of cigarettes or e-cigarettes who were susceptible to future use) were randomly assigned to view one of four Instagram posts: 1) control, 2) disclosure-only, 3) NWL-only, or 4) combination. Participants reported susceptibility to e-cigarettes, positive expectancies, and risk perceptions. Outcomes were analyzed via logistic regression (ref=control).

Compared to the control, participants exposed to the NWL alone or combined were less likely to be curious to try the e-cigarette (OR= 0.54, 95%CI 0.35,0.83; OR= 0.54, 95%CI 0.34,0.84), try it if offered by a friend (OR= 0.59, 95%CI 0.39,0.90; OR= 0.55, 95%CI 0.36,0.85), or expect to enjoy use (OR= 0.64, 95%CI 0.42,0.97; OR= 0.65, 95%CI 0.43,1.00). Risk perceptions did not differ; disclosures had no effect. The disclosure-only condition (vs control) increased willingness to try e-cigarettes among people who currently smoked or were susceptible to smoking (β= 0.84, p <0.05).

NWLs, but not sponsorship disclosures, reduce Mexican youth susceptibility and positive expectancies toward e-cigarettes.