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

Objective: The 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.

Design: A cross-sectional, correlational design was used.

Subjects: Female current or former tobacco users in Central and Eastern Kentucky, 18-45 years old (N = 194, 52% pregnant).

Measures: Demographics, pregnancy status, cigarette and e-cigarette use, and exposure to e-cigarette advertising.

Results: Younger 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).

Conclusion: There 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.