UBC researchers are elevating the alarm concerning the improve of vaping amongst youngsters and the way e-cigarette advertising and marketing methods goal youth.
Assistant Professor Laura Struik, who teaches in UBC Okanagan’s School of Nursing, not too long ago revealed a paper inspecting why teenagers take up vaping and whether or not advertising capitalizes on these causes.
“This is the first study of its kind that makes direct links between reasons for youth uptake and the marketing strategies of e-cigarette companies,” says Struik. “The public needs to know how the next generation is being targeted to take up and ultimately become addicted to these nicotine products.”
Struik performed the research with Assistant Professor Sarah Dow-Fleisner, who conducts analysis in the UBCO School of Social Work on improvement trajectories and resilient functioning of youngsters and households in high-risk contexts.
The researchers say there are a selection of causes teenagers take up vaping—ranging wherever from managing stress or anxiousness, curiosity, style, peer stress, quick access and even components prefer it’s straightforward to cover from mother and father and is perceived to be much less dangerous than cigarettes.
When e-cigarettes first entered the North American market in 2008, they had been hailed as a smoking cessation device. However, Dow-Fleisner says once they take a better take a look at who makes use of them, it is clear teenagers don’t use the merchandise to give up smoking.
“According to recent statistics, only three per cent of Canadian youth in grades 7 to 12 are current smokers—while 20 per cent use e-cigarettes,” she says. “This suggests that upwards of 17 per cent of e-cigarette users were originally non-smokers. In addition, among youth who do smoke combustible cigarettes, fewer than eight per cent of those report using e-cigarettes to quit smoking.”
Recent polls discovered that 95 per cent of teenagers stated they had been interested by vaping in order that they needed to strive it, whereas 81 per cent tried an e-cigarette as a result of a good friend vaped, and 80 per cent reported continued e-cigarette use as a result of they loved the great flavours. More than 70 per cent of the kids agreed e-cigarettes had been “cool and fun.”
Despite rising proof of each short- and long-term well being dangers related to vaping, Struik says the proof is evident the opposite causes teenagers take up vaping override the well being dangers.
“Youth don’t make the decision to vape because they don’t understand the risks or don’t care about the risks,” she says. “Young people are taking up vaping for a variety of reasons and e-cigarette companies are leveraging those diverse reasons to recruit teens into using their products. And it’s working.”
Struik and Dow-Fleisner, with their analysis assistants and UBCO’s Associate Chief Librarian Robert Janke, reviewed greater than 800 research and considered quite a few e-cigarettes TV commercials.
“The TV advertisements we reviewed were found to tap into almost all of the reasons youth cite for taking up e-cigarettes,” says Dow-Fleisner. “The most highly-cited reasons were most prominently presented in the ads, including a focus on relational aspects of vaping and product-related benefits, such as a positive sensory experience.”
A noteworthy discovering is that vaping commercials do promote e-cigarettes as a manner to improve your social life, says Struik.
“This is particularly concerning because teens are at a developmental stage when establishing a social identity is of utmost importance to them,” she says. “It has been found in previous research that forming an identity around other forms of tobacco use, like smoking, results in resistance to health promotion efforts. So, we may have a more challenging context to work with than originally thought when it comes to intervening.”
Youth vaping is a priority, she provides, and there’s a rising want for complete strategic plans to curtail their use of e-cigarettes.
“It is clear that we need to bring youth to the table to understand how we can generate relevant information and interventions to support their decision to not vape,” says Struik. “Our health promotion efforts need to keep up by accommodating the various reasons youth report vaping, and youth want to be meaningfully included to navigate this subject.”
Laura L Struik et al, Tactics for drawing youth to vaping: A content material evaluation of e-cigarette commercials (Preprint), Journal of Medical Internet Research (2020). DOI: 10.2196/18943
University of British Columbia
Researchers link advertising to uptick in youth vaping (2020, August 11)
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