This cross-national study reveals that 85% of young adults across four countries have been exposed to e-cigarette advertising, despite existing regulations. The research also found a significant association between the level of media exposure and the likelihood of e-cigarette use among the youth.
By Hugo Francisco de SouzaOct 30 2023Reviewed by Susha Cheriyedath, M.Sc. In a recent study published in the journal Tobacco Induced Diseases, researchers conducted a four-nation-wide cross-sectional online survey to assess youths’ exposure to media-based e-cigarette advertising.
Global Efforts and Regulations: Are They Enough? Deriving from this research, the World Health Organization has recommended banning all e-cig advertising, sponsorship, and promotion forms. The WHO Framework Convention on Tobacco Control, adopted as a part of the 56th World Health Assembly held in Geneva, Switzerland, on 21 May 2003, requires all signatories to enforce this ban.
“India has amongst the strictest regulatory environments in the world: nicotine and non-nicotine e-cigarettes are banned and advertising is not permitted. The UK has the most liberal laws across the four included countries.” Related StoriesIn addition to questions regarding e-cig knowledge, use, and media exposure, the questionnaire collected data on participants’ demographics, including sex, age, educational level, and income. Deriving from the US National Youth Tobacco Survey, researchers identified and listed 24 forms of media. To assess the association between multiple modes of media exposure and e-cig use, study participants were asked to reveal the number of forms applicable to them.
Assessment of modes of media exposure revealed an average of five forms per respondent, with a majority of exposure being found on social media platforms like Douyin and Instagram compared to general internet browsing .
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