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dc.contributor.authorVasiljevic, Milica
dc.contributor.authorPetrescu, Dragos C.
dc.contributor.authorMarteau, Theresa M.
dc.date.accessioned2015-12-17T16:48:32Z
dc.date.available2015-12-17T16:48:32Z
dc.date.issued2016-01-17
dc.identifier.urihttps://www.repository.cam.ac.uk/handle/1810/253015
dc.descriptionThis is the final version of the article. It first appeared from BMJ via http://dx.doi.org/10.1136/tobaccocontrol-2015-052593en
dc.description.abstractBackground There are concerns that the marketing of e-cigarettes may increase the appeal of tobacco smoking in children. We examined this concern by assessing the impact on appeal of tobacco smoking after exposure to advertisements for e-cigarettes with and without candy-like flavours, such as, bubble gum and milk chocolate. Methods We assigned 598 English school children (aged 11–16 years) to 1 of 3 different conditions corresponding to the adverts to which they were exposed: adverts for flavoured e-cigarettes, adverts for non-flavoured e-cigarettes or a control condition in which no adverts were shown. The primary endpoint was appeal of tobacco smoking. Secondary endpoints were: appeal of using e-cigarettes, susceptibility to tobacco smoking, perceived harm of tobacco, appeal of e-cigarette adverts and interest in buying and trying e-cigarettes. Results Tobacco smokers and e-cigarette users were excluded from analyses (final sample=471). Exposure to either set of adverts did not increase the appeal of tobacco smoking, the appeal of using e-cigarettes, or susceptibility to tobacco smoking. Also, it did not reduce the perceived harm of tobacco smoking, which was high. Flavoured e-cigarette adverts were, however, more appealing than adverts for non-flavoured e-cigarettes and elicited greater interest in buying and trying e-cigarettes. Conclusions Exposure to adverts for e-cigarettes does not seem to increase the appeal of tobacco smoking in children. Flavoured, compared with non-flavoured, e-cigarette adverts did, however, elicit greater appeal and interest in buying and trying e-cigarettes. Further studies extending the current research are needed to elucidate the impact of flavoured and non-flavoured e-cigarette adverts.en
dc.description.sponsorshipThe study was funded by the Department of Health Policy Research Programme (Policy Research Unit in Behaviour and Health [PR-UN-0409-10109]).en
dc.language.isoenen
dc.publisherBMJen
dc.rightsAttribution 2.0 UK: England & Wales
dc.rights.urihttp://creativecommons.org/licenses/by/2.0/uk/
dc.subjecte-cigarettesen
dc.subjecttobaccoen
dc.subjectsmokingen
dc.subjectadvertisingen
dc.subjectcandy-like flavoursen
dc.titleImpact of advertisements promoting candy-like flavoured e-cigarettes on appeal of tobacco smoking among children: an experimental studyen
dc.typeArticleen
dc.type.versionpublished versionen
prism.endingPagee112
prism.publicationNameTobacco Control
prism.startingPagee107
prism.volume25
rioxxterms.versionofrecord10.1136/tobaccocontrol-2015-052593


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Attribution 2.0 UK: England & Wales
Except where otherwise noted, this item's licence is described as Attribution 2.0 UK: England & Wales