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The more teens say they have seen ads for e-cigarettes, the more they use both e-cigarettes and smoking cigarettes, according to a study published in ERJ Open Research [1].
The study took place in Germany, where the regulation on advertising for tobacco and electronic cigarettes is more flexible than in other parts of Europe. Elsewhere, tobacco advertising is prohibited, but certain types of advertisements and promotions for e-cigarettes are permitted.
The researchers claim that their work demonstrates that children and adolescents should be protected from the potential dangers of smoking and using the electronic cigarette through a complete ban on advertising and promotions.
Dr. Julia Hansen, Principal Investigator at the Institute for Research on Therapy and Health (IFT-North), Kiel, Germany, was a co-investigator of the study. "The World Health Organization recommends the complete ban on tobacco advertising, promotion and sponsorship in its Framework Convention on Tobacco Control, despite the fact that in Germany tobacco and cigarettes electronic devices can still be advertised in stores, on billboards and in theaters after 6 pm Elsewhere, although tobacco advertising may be banned, advertising regulations for electronic cigarettes are more We wanted to study the impact that advertising could have on young people. "
The researchers asked 6,902 schoolchildren from six German states to fill out anonymous questionnaires. They were 10 to 18 years old and averaged 13 years old. They were asked about their lifestyle, especially with regard to diet, exercise, smoking and the use of electronic cigarettes. They were also asked about their socio-economic status and educational outcomes.
Students were presented with images of real electronic cigarette ads without their mark and asked how often they had seen them.
In total, 39% of students reported seeing the ads. Those who reported seeing the advertisements were 2.3 times more likely to say that they were using electronic cigarettes and 40% more likely to say that they were smoking tobacco cigarettes. The results also suggest a correlation between seeing more ads and using electronic cigarettes and smoking tobacco more often. Other factors such as age, the tendency to seek sensations, the type of school attended by teens and having a friend who smoked were also related to the likelihood to consume electronic cigarettes and to smoke.
Dr. Hansen said, "In this large study of adolescents, we clearly see a trend: those who say they have seen advertisements for e-cigarettes are more likely to say that they have used electronic cigarettes and clbadic cigarettes.
"This type of research can not prove any cause and effect, but it suggests that e-cigarette advertising affects these vulnerable young people, while at the same time we know that electronic cigarette manufacturers offer child-friendly flavors, such as gum bear, bubblegum and cherry.
"There is evidence that e-cigarettes are not harmless, and this study adds to the existing data that viewing e-cigarettes advertising and their use could also lead to cigarette smoking. use is considered a "gateway" to smoking and could contribute to the development of a new generation of cigarette smokers, so young people should be protected from any marketing action. "
Dr. Hansen hopes to continue to study this large group of students to see if there are changes over time. She says that this can help clarify the cause and effect between exposure to advertisements, the use of electronic cigarettes and smoking.
Professor Charlotta Pisinger is Chair of the Tobacco Control Committee of the European Society of Pneumology and did not participate in the research. She said: "E-cigarette producers can claim that advertising is a legitimate way of informing adult users of their products, but this study suggests that children and young people may suffer" collateral damage "from Politicians need to understand that advertising is aimed at adolescents and that this can not only promote the use of electronic cigarettes, but also the risks of smoking and the resulting health problems. "
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