A qualitative study of adolescent perceptions of electronic cigarettes and their marketing: Implications for prevention and policy

ABSTRACT

This study examined youths’ perceptions of electronic cigarettes (“e-cigarettes”), sources of e-cigarette exposure, and preferred sources of e-cigarette health information. Participants (n = 25, M age 15.0 years) recruited during primary care visits completed an in-depth qualitative interview assessing these topics. Most participants (72%) perceived e-cigarettes as “healthier” than cigarettes and reported e-cigarette advertising exposure (80%) and interpersonal exposure (60%). Participants reported that advertisements portray e-cigarettes as less harmful than cigarettes and novel products. Most (72%) indicated their doctor was their preferred source of e-cigarette health information, suggesting pediatric health care providers are well-positioned to counsel patients to prevent e-cigarette use.

Acknowledgments

Portions of this research were presented at the 2015 American Academy of Pediatrics National Conference & Exhibition.

Conflicts of interest

None declared.

Funding

This work was supported by the National Institutes of Health (NIH) and the Food and Drug Administration (FDA) Center for Tobacco Products (CTP) under NIH grant numbers R03CA162839 and K07CA172217 (PI: D. Mays). This work was also supported in part by the Lombardi Comprehensive Cancer Center Support grant number P30CA051008. The study sponsors had no role in the study design; in the collection, analysis and interpretation data; in the writing of the report; and in the decision to submit the paper for publication. The content is solely the responsibility of the authors and does not necessarily represent the official views of the NIH or the FDA.

Additional information

Funding

This work was supported by the National Institutes of Health (NIH) and the Food and Drug Administration (FDA) Center for Tobacco Products (CTP) under NIH grant numbers R03CA162839 and K07CA172217 (PI: D. Mays). This work was also supported in part by the Lombardi Comprehensive Cancer Center Support grant number P30CA051008. The study sponsors had no role in the study design; in the collection, analysis and interpretation data; in the writing of the report; and in the decision to submit the paper for publication. The content is solely the responsibility of the authors and does not necessarily represent the official views of the NIH or the FDA.