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Assessing the Intended and Unintended Consequences of E-cigarette TV Advertising

Principal Investigator: Jidong Huang

Funding Mechanism: National Institutes of Health - Grant

ID number: 1 R01 CA194681-01

Award Date: 8/28/2015

Institution: University of Illinois at Chicago


To date, no studies have examined the population level impact of televised e-cigarette advertising. The goal of this project is to examine the effects of televised e-cigarette advertising. Specific aims are: (1) to examine the impact of e-cigarette television advertising on awareness, risk perceptions, intentions to use, initiation, and patterns of use of e-cigarettes and conventional cigarettes; (2) to assess the potential consequences of e-cigarette television advertising, examining impact on attitudes, beliefs, and behaviors related to electronic nicotine delivery systems (ENDS) and e-liquid as well as the use of e-cigarettes as substitutes for smoking cessation methods; and (3) to study whether and to what extent state and local tobacco control policies and policies restricting e-cigarette use modify the effects of e-cigarette television advertising. Researchers will conduct two nationally representative longitudinal surveys of youth and young adults (ages 15-24) and adults (ages 25-60) to measure individual attitudes, beliefs and behaviors. They will also use data from their other studies—including e-cigarette and nicotine replacement therapy sales data from commercial store scanner databases, Nielsen television ratings data for e-cigarettes and pharmaceutical cessation products, and state and local policy data related to tobacco, and e-cigarettes—to measure key contextual and policy influences on individuals’ attitudes, beliefs and behaviors. Project findings may inform future regulatory activities related to e-cigarette advertising and promotion.