Adverts Of Flavored E-Cigarettes Encourage Smoking Among School Kids

Posted: Jan 18 2016, 9:06am CST | by , in News | Latest Science News


Vaping on e-cigarette
Photo credit: Getty Images

A study carried out by researchers from the University of Cambridge and titled “Impact of advertisements promoting candy-like flavoured e-cigarettes on appeal of tobacco smoking amongst children: an experimental study” has been published in the journal BMJ Tobacco Control, detailing the influence of e-cig ads on school children.

According to the researchers, ads of e-cigarettes with chocolate, candy, vanilla, or bubble-gum flavors attract children to smoking and encourages them to try it out – something that may lead to smoking of tobacco products later on in the future.

Since smoking tobacco is banned or highly regulated in most countries, smokers look for loopholes in the laws to try smoking – hence the switch to e-cigarettes, an act known as vaping. E-cigs have now been marked as the highest nicotine product smoked or vaped by children in countries where smoking is highly regulated, and this includes the US and UK among others.

According to a 2014 National Youth Tobacco Survey carried out in the US between 2013-2014 among high school students, the use of e-cigs has risen from 4.5% to 13%, and from 1% to 4% among middle school students. Among 11-18 year old students in the UK, the use 2013 was 5% but it rose to 8% in 2014.

Researchers from the Behaviour and Health Research Unit, based in the Department of Public Health and Primary Care (funded by the UK Department of Health Policy Research Programme) of the University of Cambridge, noted that unchecked adverts of candy-flavored e-cigarettes will raise the interest to smoke among school kids and teens.

As of now, there are about 8,000 e-cigarette flavors marketed everywhere; and it is no secret that young folks love candy-flavored products.

"We're cautiously optimistic from our results that e-cigarette ads don't make tobacco smoking more attractive, but we're concerned that ads for e-cigarettes with flavours that might appeal to school children could encourage them to try the products," said Dr. Milica Vasiljevic from the Department of Public Health and Primary Care at the University of Cambridge.   

This advert trend is becoming more worrisome because e-cig ads and marketing are getting largely unregulated; and where there are semblances of regulation, these are in reference to age and images of smoker models, and not to the explicit use of candy-like flavors that naturally evoke consumer emotions in younger folks.

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The Author

<a href="/latest_stories/all/all/52" rel="author">Charles I. Omedo</a>
Charles is covering the latest discoveries in science and health as well as new developments in technology. He is the Chief Editor or Intel-News.




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