Effect of warning statements in e‐cigarette advertisements: an experiment with young adults in the United States. (7th September 2015)

• Record Type: Journal Article
• Authors: Sanders‐Jackson, Ashley; Schleicher, Nina C.; Fortmann, Stephen P.; Henriksen, Lisa
• Is Part Of: Addiction. Volume 110:Number 12(2015:Dec.)
• Page Start: 2015
• Page End: 2024
• Publication Date: 2015-09-07
• Subjects: Advertising -- craving -- e‐cigarettes -- intention to purchase -- perceived risk -- warning labels; Alcoholism -- Periodicals; Drug addiction -- Periodicals; 616.86
• DOI: 10.1111/add.12838
• Languages: English
• ISSNs: 0965-2140

Abstract

Abstract: Background and aims: This on‐line experiment examined whether the addition of ingredient‐ or industry‐themed warning statements in television advertisements for e‐cigarettes would affect young adults' craving for and risk perceptions of e‐cigarettes and combustible cigarettes, as well as intent to purchase e‐cigarettes. Design: Advertisements for two leading e‐cigarette brands were edited to contain a warning statement about product ingredients or about the tobacco industry. Participants were assigned randomly to one of eight treatments or one of two brand‐specific control conditions without any warning statement. Participants: Young adults ( n = 900, aged 18–34 years) in a web panel were recruited from three groups: recent e‐cigarette users, current smokers who used combustible cigarettes exclusively and non‐users of either product. Measurements: Craving and risk perceptions (addictiveness, harmful to health in general, harmful to others) were measured separately for e‐cigarettes and combustible cigarettes. The Juster scale measured intention to purchase e‐cigarettes. Findings: Exposure to both types of warnings was associated with lower craving for e‐cigarettes among e‐cigarette users and smokers who experienced any craving ( P < 0.01) and lower intention to purchase among all participants ( P < 0.001). Only exposure to ingredient‐themed warnings was associated with lower craving for combustible cigarettes ( P < 0.05). Participants who saw industry‐themed warnings reported greater perceptions of general harm ( P < 0.001), but also rated e‐cigarettes as less addictive than the control conditions ( P < 0.05). Conclusion: The addition of ingredient‐ or industry‐themed warning statements to e‐cigarette television advertising similarly reduces craving and purchase intent for e‐cigarettes, but has inconsistent effects on perceived risks.