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. 2017 Sep;34(5):430-436.
doi: 10.1111/phn.12334. Epub 2017 May 9.

Advertising exposure and use of e-cigarettes among female current and former tobacco users of childbearing age

Kristin Ashford  1 , Emily Rayens  2 , Amanda T Wiggins  1 , Mary Kay Rayens  1   3 , Amanda Fallin  1 , Molly Malany Sayre  4
Affiliations

Advertising exposure and use of e-cigarettes among female current and former tobacco users of childbearing age

Kristin Ashford et al. Public Health Nurs. 2017 Sep.

Abstract

Objective: The study examined the relationship between exposure to e-cigarette advertising and e-cigarette use by pregnancy status, including use of flavored e-cigarette products, among women of childbearing age.

Design: A cross-sectional, correlational design was used.

Subjects: Female current or former tobacco users in Central and Eastern Kentucky, 18-45 years old (N = 194, 52% pregnant).

Measures: Demographics, pregnancy status, cigarette and e-cigarette use, and exposure to e-cigarette advertising.

Results: Younger age, white non-Hispanic race, and greater exposure to e-cigarette advertising were associated with a higher likelihood of ever using e-cigarettes (p < .05 for each variable). Pregnancy was not associated with ever use (p = .11). Younger age was associated with use of flavored e-cigarettes (p = .0027). Among e-cigarette users, those who used flavored products were more likely to have seen advertisements or information about e-cigarettes on social media, compared to those who used unflavored e-cigarettes only (p = .016).

Conclusion: There is a link between advertising exposure and ever use of e-cigarettes. Pregnancy status is not significantly associated with ever use. Use of flavored e-cigarettes is associated with younger age. E-cigarette users with greater exposure to advertising on social media were more likely to use flavored products.

Keywords: advertising exposure; e-cigarettes; flavored e-cigarettes; tobacco use; women.

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Figures

Figure
Figure
Medians and interquartile ranges for frequency of exposure to each e-cigarette advertising source among ever e-cigarette users, by ever use of flavored products* * p<.05 from Mann-Whitney U test; all other comparisons not significant at the .05 level
See this image and copyright information in PMC

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