With so many smoking products on the market today, have you noticed an uptick in the advertising of such products? Whether that uptick is real (which is likely) or just your perception, what are children and early adolescents who have not yet started smoking thinking of these ads? Do they notice them? Are they influenced by them? To smoke out the answer to this question, Pierce et al. ( 10.1542/peds.2016-3353) report this week on the results of their interviewing 10,751 teens across the country who had never used a tobacco product. These teens were shown advertisements for cigarettes, e-cigarettes, smokeless products, and cigars and were asked if they had a reaction to these ads from being “non-receptive” to “highly receptive” if they liked the ad or were very familiar with it. Sadly, almost half the group were highly receptive on at least one of the ads with e-cigarettes being favorably advertised to about a third of those interviewed, with cigarettes appealing to a quarter, smokeless tobacco to almost a fifth, and even cigars appealing to about a sixth of those interviewed. E-cigarette ads on television had the highest recall. When the teens were asked if they were likely to try smoking, the more receptive the teens were to the ads, regardless of the product, the more likely they were to want to try smoking.
Copyright © 2017 American Academy of Pediatrics