Vape Tricks on Social Media: Implications for Electronic Cigarette Regulation for Youth

 描述（由申请人提供）：青少年使用电子烟的情况正在以惊人的速度增加。减少青少年使用电子烟是一项重要的公共卫生目标，因为许多青少年通过使用电子烟暴露于尼古丁和其他潜在有害成分。幸运的是，美国食品和药物管理局（FDA）已经宣布打算将电子烟作为烟草产品进行监管。因此，识别有吸引力的电子烟成分和营销策略对于告知FDA监管机构减少青少年电子烟使用至关重要。我们的耶鲁研究小组发现，青少年电子烟使用者发现使用电子烟进行“烟雾技巧”的能力非常吸引人（Kong等人，2014）。然而，没有关于电子烟公司如何在广告中使用vaping图像来吸引年轻人的信息，以及年轻人从社交媒体上了解到如何修改电子烟以产生“烟雾技巧”的信息。“为了填补这一关键空白，我们建议（1）分析YouTube视频的内容，了解电子烟如何被操纵并用于释放可见的气溶胶以产生“烟雾把戏”，以及（2）评估Facebook广告上电子烟图像的吸引力。这项研究的结果可以为FDA的目标提供信息，说明如何通过制定产品标准来禁止操纵电子烟，限制广告中的蒸汽图像内容，以及为社交媒体制定有效的沟通策略，从而降低电子烟对年轻人的吸引力。

 DESCRIPTION (provided by applicant): Electronic cigarette (e-cigarette) use among adolescents is increasing at an alarming rate. Reducing youth e-cigarette use is an important public health objective because many adolescents are being exposed to nicotine and other potential harmful constituents through the use of e-cigarettes. Fortunately, the Food and Drug Administration (FDA) has announced its intention to regulate e-cigarettes as a tobacco product. Thus, identification of the appealing e-cigarette components and marketing strategies is critical to inform the FDA's regulatory authority to reduce youth e-cigarette use. Our Yale research group found that adolescent e-cigarette users found the ability to do "smoke tricks" using e-cigarettes highly appealing (Kong et al., 2014). However, no information is available on how e-cigarette companies are using vaping images in their advertisements to entice youth and what information youth are learning form social media on how to modify e-cigarettes to produce "smoke tricks." In order to fill this critical gap, we are proposing (1) to analyze the content of YouTube videos on how e-cigarettes are manipulated and used to emit visible aerosol to produce "smoke tricks" and (2) to assess the appeal of vaping images on Facebook advertisements. The findings of this research can inform FDA's goals by providing information on how to reduce the appeal of e-cigarettes to youth by setting product standards to prohibit the manipulation of e-cigarettes, limiting the content of vapor images in advertisements, and developing effective communication strategies for social media.