Receptivity to Tobacco Ads Linked to Progression to Use

For adolescents, receptivity was highest for e-cigarette ads and was linked to trying cigarettes
For adolescents, receptivity was highest for e-cigarette ads and was linked to trying cigarettes

HealthDay News — For adolescents, receptivity to tobacco advertising is associated with progression toward use, according to a study published online March 26 in JAMA Pediatrics.

John P. Pierce, PhD, from the University of California, San Diego, and colleagues examined the correlation of receptivity to tobacco advertising among youth and young adults with progression to use of the product advertised, as well as conventional cigarette smoking, among a sample of 10,989 never tobacco users aged 12 to 24 years from wave 1 of the Population Assessment of Tobacco and Health Study. 

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The researchers found that receptivity to any advertising was high at wave 1 for those aged 12 to 14 years (44%) and highest for those aged 18 to 21 years (68.7%). Among all age groups, e-cigarette advertising had the highest receptivity. Susceptibility to use a product at wave 1 was significantly associated with product use at wave 2 (one-year follow-up) for those aged 12 to 17. Among committed never users aged 12 to 17 years at wave 1, any receptivity was correlated with progression toward use of the product and with use of the product at wave 2. Receptivity to e-cigarette advertising, but not cigarette advertising, was independently associated with having used a cigarette once at wave 2 for those aged 12 to 21 years (adjusted odds ratio, 1.6).

"Receptivity was highest for e-cigarette advertising and was associated with trying a cigarette," the authors write.

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