E-Cig Ads May Prompt Teens to Take Up Tobacco Too

E-Cig Ads May Prompt Teens to Take Up Tobacco Too

American teens and young adults who are receptive to ads for electronic cigarettes are much more likely to start smoking tobacco cigarettes, a new study finds.

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A nationwide analysis found that 12- to 24-year-olds who had never used tobacco products had high rates of receptivity -- meaning they recalled and/or liked -- for tobacco product ads.

They were most receptive to ads for e-cigarettes, followed by ads for cigarettes, smokeless tobacco and cigars. Receptivity increased with age, peaking at 69 percent among 18- to 21-year-olds.

Those who were receptive to ads for e-cigarettes, cigarettes and cigars were more likely to try those respective products within a year, the study found.

The researchers also uncovered a startling trend among 12- to 21-year-olds who had never smoked. Those who were receptive to e-cigarette ads were 60 percent more likely to try cigarettes within a year, the study found.

The study was published March 26 in the journal JAMA Pediatrics.

"There is a growing body of evidence that adolescents who start with an e-cigarette may transition to cigarettes," study lead author John Pierce said.

He is a retired professor of cancer prevention at the University of California, San Diego School of Medicine and Cancer Center.

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"This study provides the first evidence that e-cigarette advertising is one of the risk factors for those who are underage to become cigarette smokers," he said in a university news release.

More information

The U.S. Centers for Disease Control and Prevention has more on e-cigarettes and youth.


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