Advertising exposure and use of e-cigarettes among female current and former tobacco users of childbearing age

ObjectiveThe study examined the relationship between exposure to e-cigarette advertising and e-cigarette use by pregnancy status, including use of flavored e-cigarette products, among women of childbearing age. DesignA cross-sectional, correlational design was used. SubjectsFemale current or former tobacco users in Central and Eastern Kentucky, 18-45years old (N=194, 52% pregnant). MeasuresDemographics, pregnancy status, cigarette and e-cigarette use, and exposure to e-cigarette advertising. ResultsYounger age, white non-Hispanic race, and greater exposure to e-cigarette advertising were associated with a higher likelihood of ever using e-cigarettes (p<.05 for each variable). Pregnancy was not associated with ever use (p=.11). Younger age was associated with use of flavored e-cigarettes (p=.0027). Among e-cigarette users, those who used flavored products were more likely to have seen advertisements or information about e-cigarettes on social media, compared to those who used unflavored e-cigarettes only (p=.016). ConclusionThere is a link between advertising exposure and ever use of e-cigarettes. Pregnancy status is not significantly associated with ever use. Use of flavored e-cigarettes is associated with younger age. E-cigarette users with greater exposure to advertising on social media were more likely to use flavored products.