Exposure to Electronic Cigarette Television Advertisements Among Youth and Young Adults
Exposure to Electronic Cigarette Television Advertisements Among Youth and Young Adults
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DOI：
10.1542/peds.2014-0269
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发表时间：
2014-07-01
期刊：
影响因子：
8
通讯作者：
Porter, Lauren
中科院分区：
文献类型：
--
作者：
Duke, Jennifer C.;Lee, Youn O.;Porter, Lauren
背景与目的：目前，美国食品和药物管理局不监管电子烟（电子烟）营销，除非它被宣传为戒烟辅助。到目前为止，青少年和年轻人接触电子烟电视广告的程度尚不清楚。本研究的目的是分析美国青少年和年轻成年人接触电子烟电视广告的趋势。方法：尼尔森关于美国市场电视家庭观众接触电子烟广告的数据按日历年季度、年度和赞助商进行了检查。结果：以目标收视率衡量，2011年至2013年，青少年接触电视电子烟广告的人数增加了256%。在同一时期，年轻人的接触量增加了321%。超过76%的青少年电子烟广告曝光发生在有线电视网络上，主要是由一个电子烟品牌的广告活动驱动的。结论：电子烟公司目前向包括2400万青少年在内的广泛受众宣传其产品。2011年至2013年期间，青年和年轻成人电视曝光率大幅增加，主要是由于国家有线电视网络上的大规模广告活动。在缺乏基于证据的公共卫生信息的情况下，目前的电子烟电视广告可能会促进对公众健康造成危害的信念和行为。如果目前电子烟电视广告的趋势继续下去，年轻人和年轻人对电子烟的认识和使用可能会增加。
BACKGROUND AND OBJECTIVE: Currently, the US Food and Drug Administration does not regulate electronic cigarette (e-cigarette) marketing unless it is advertised as a smoking cessation aid. To date, the extent to which youth and young adults are exposed to e-cigarette television advertisements is unknown. The objective of this study was to analyze trends in youth and young adult exposure to e-cigarette television advertisements in the United States.METHODS: Nielsen data on television household audiences' exposure to e-cigarette advertising across US markets were examined by calendar quarter, year, and sponsor.RESULTS: Youth exposure to television e-cigarette advertisements, measured by target rating points, increased 256% from 2011 to 2013. Young adult exposure increased 321% over the same period. More than 76% of all youth e-cigarette advertising exposure occurred on cable networks and was driven primarily by an advertising campaign for 1 e-cigarette brand.CONCLUSIONS: E-cigarette companies currently advertise their products to a broad audience that includes 24 million youth. The dramatic increase in youth and young adult television exposure between 2011 and 2013 was driven primarily by a large advertising campaign on national cable networks. In the absence of evidence-based public health messaging, the current e-cigarette television advertising may be promoting beliefs and behaviors that pose harm to the public health. If current trends in e-cigarette television advertising continue, awareness and use of e-cigarettes are likely to increase among youth and young adults.