E-cigarettes TV commercials tempt present and former tobacco users to pick up smoking, as per a new investigation conducted by scientists from the University of Pennsylvania’s Annenberg School for Communication.
Erin K. Maloney, Ph.D. and Joseph N. Cappella, Ph.D. examined more than 800 every day, irregular and former smokers and published their findings in the diary Health Communication.
According to Maloney, since numerous e-cigarette labels that have the financial resources to market their products on TV and they look quite a lot like regular tobacco cigarettes, the researchers wanted to check whether comparative impacts can be credited to e-cigarette publicizing.
They set up three premises for the study subjects– viewing the commercials, viewing the ads with only the sound, or answering a survey related to media use that took roughly the same amount of time it would take to watch the commercials.
“We know that exposure to smoking cues such as visual depictions of cigarettes, ashtrays, matches, lighters, and smoke heightens smokers’ urge to smoke a cigarette, and decreases former smokers’ confidence in their ability to refrain from smoking a cigarette.”
With the assistance of a standard test to quantify the need to smoke a cigarette, they found that individuals who smoke tobacco cigarettes every day and who viewed e-cigarette commercials showing somebody holding or inhaling from an e-cigarette (or vaping) had a more prominent urge to smoke than smokers who did not see the vaping. Former smokers who viewed e-cigarette commercials with vaping were not exactly sure that they could abstain from smoking tobacco cigarettes compered to former smokers who saw e-cigarette promotions without vaping.
More than 35% of the regular smokers who watched commercials that included vaping reported having a tobacco cigarette during the study, contrasted with 22% of regular smokers who saw advertisements without vaping, and around 23% of day by day smokers who did not see any commercials.
Consequently, Maloney and Cappella concluded that given the modernity of cigarette promoting in the past and the huge surge in budgets allocated to publicizing e-cigarettes in the last year, it is clear that the commercials will include more smoking cues. As such, the authors recommend regulating e- cigarette advertising in order to reduce increased exposure to the risk of picking up smoking.
E-cigarette advertising is backed by major tobacco producers. Statistics say e-cigarette add spending is going to reach $1 billion this year. That figure is projected to increase at a 50 percent rate throughout the following four years.
Another researcher, Georgetown Law Professor Eric N. Lindblom contends that enough is known about the vaping products that should prompt effective regulation without any further investigations and postponement.
Image Source: Consumer Affairs