In this experiment we assigned schoolchildren to one of three groups where they either saw: adverts for candy-like flavoured e-cigarettes; adverts for non-flavoured e-cigarettes; or no adverts (control condition).
The children shown the ads for candy-flavoured e-cigarettes liked these ads more and expressed a greater interest in buying and trying e-cigarettes than children shown the non-flavoured ads.
Importantly, showing the ads had no impact on the pre-existing low levels of appeal of smoking tobacco or using e-cigarettes – in other words, how attractive, fun or cool they considered the activities.
Impact of advertisements promoting candy-like flavoured e-cigarettes on appeal of tobacco smoking amongst children: an experimental study. Vasiljevic, Petrescu & Marteau. 2016.
