Exposure to e-cigarette advertising in the European Union

Abstract

Introduction: The popularity of e-cigarettes, as well as the expenditure for marketing and promotion -especially online- are increasing.

Aim: To assess the extent and correlates of exposure to e-cigarette advertising in the European Union (EU).

Methods: We analysed data from wave 82.4 of the Eurobarometer survey (November-December 2014), collected through interviews in 28 EU member states (n=27,801 aged ≥15 years). Multilevel logistic regression was used to assess socio-demographic correlates of exposure to e-cigarette advertisements.

Results: Fourty percent of the respondents had seen an e-cigarette advertisement within the past year. Among them, television/radio (36.9%), sales points (36.5%) and the internet (26.1%) were the main media outlets where they had seen e-cigarette advertisements. Current (OR=1.29) and former smokers (OR=1.51), people who had tried e-cigarettes (OR=1.76), as well as daily internet users (OR=2.21 compared to those who never used the internet) were more likely to having seen an advertisement. Younger respondents aged 15-24 years were also more likely to have been exposed to e-cigarette advertisments (OR=1.46 compared to those aged >54 years).

Discussion: Four in ten youths and adults were exposed to e-cigarette advertisements in the EU in 2014. Appropriate legislation should be considered to regulate marketing and advertising of e-cigarettes, especially targeted to adolescents and young adults.