E-cigarette Advertisements for Vaping

Overseen By Julia Chen-Sankey, PhD MPP

Age: 18 - 65

Sex: Any

Trial Phase: Academic

Sponsor: Rutgers, The State University of New Jersey

Disqualifiers: Non-consent, others

No Placebo Group All trial participants will receive the active study treatment (no placebo)

Compensation: Varies

Number of Visits: 1

Duration: 20 minutes

What You Need to Know Before You Apply

What is the purpose of this trial?

This trial examines how different e-cigarette advertisements affect the thoughts and behaviors of young adults. It investigates how features such as colors, flavor names, and images influence perceptions of e-cigarettes. The trial tests various advertising styles, including basic and more colorful strawberry-themed ads. The study seeks young adult participants who either smoke cigarettes, use both cigarettes and e-cigarettes, or do not use any tobacco products. As an unphased trial, it offers participants the chance to contribute to understanding how advertising impacts young adults' perceptions and behaviors.

Will I have to stop taking my current medications?

The trial information does not specify whether you need to stop taking your current medications. It seems to focus on e-cigarette advertisement effects, so it's unlikely that your medications would be affected, but you should confirm with the study organizers.

What prior data suggests that these e-cigarette advertisement features are safe for young adults?

Research shows that e-cigarette ads can influence perceptions of smoking. Some studies suggest that after viewing these ads, individuals might feel less inclined to quit smoking. While this doesn't imply the ads are unsafe, it highlights their potential to alter opinions.

Regarding e-cigarettes, they carry risks. Most contain nicotine, which is addictive and harmful to health. However, this trial focuses on the ads, not the e-cigarettes themselves. Participants will only watch the ads and not use the products. Therefore, participating in this study poses no direct health risks, as it involves only viewing ads and answering questions about them. ^{1 2 3 4 5}

Why are researchers excited about this trial?

Researchers are excited about this trial because it explores how different features of e-cigarette advertisements impact consumer perception and behavior. Unlike traditional ads that focus on basic product features, this trial examines the effect of colorful designs, flavor imagery, and choice claims on viewers. By understanding these influences, the trial aims to uncover new insights into how advertising can shape vaping preferences and potentially guide future regulations on e-cigarette marketing.

What evidence suggests that this trial's advertisement features could be effective in influencing young adults' perceptions and intentions regarding e-cigarettes?

This trial will evaluate the impact of different e-cigarette advertisement features on consumer perceptions. Research has shown that e-cigarette ads can significantly influence individuals to consider using e-cigarettes. One study found that exposure to certain e-cigarette ads increased the likelihood of purchase interest. In this trial, participants will encounter various ad features, such as those emphasizing flavors like strawberry, which often have the greatest impact on young adults' perceptions and decisions regarding e-cigarette use. Ads highlighting flavors might be particularly effective at altering behavior. However, it is important to remember that while ads can change perceptions, they do not make e-cigarettes safer or more beneficial. ^{1 4 6 7 8}

Are You a Good Fit for This Trial?

This trial is for young adults aged 18-30, who are either smokers or non-tobacco users. The study aims to understand how certain e-cigarette ads influence their perceptions and intentions to use vaping products.

Inclusion Criteria

* Three groups of young adult subjects will be included in the study. The first group is those who are exclusive cigarette smokers (n=1000), defined as those who have smoked at least 100 cigarettes in their lifetime and have smoked at least one cigarette in the past 30 days but have not used e-cigarettes in the past 30 days. The second group is those who are dual users of cigarettes and e-cigarettes (n=1000). Those in this group have smoked more than 100 cigarettes in their lifetime and have smoked a cigarette and also used an e-cigarette in the past 30 days. The third group is those who are non-tobacco users (n=1000), defined as those who have never used any tobacco product before or have never "regularly" used tobacco products before and are currently not using any tobacco products (in the past 30 days).

Timeline for a Trial Participant

Screening

Participants are screened for eligibility to participate in the trial

1 week

Online consent and pre-exposure questions

Treatment

Participants are exposed to one e-cigarette advertisement and answer survey questions immediately after message exposure

20 minutes

1 session (online)

Follow-up

Participants are monitored for immediate outcomes, including perceptions and behavioral intentions related to the e-cigarette product

Immediately after exposure

What Are the Treatments Tested in This Trial?

Interventions

• High Impact E-cigarette Advertisement Features

Trial Overview The trial examines the impact of different e-cigarette ad features on young adults. It tests six types of ads varying in product color and flavor descriptions through an online questionnaire after viewing one ad.

How Is the Trial Designed?

Group I: Dark gray product with strawberry flavor name Experimental Treatment 1 Intervention

Group II: Control ad: Dark gray product with tobacco flavor name Experimental Treatment 1 Intervention

Group III: Colorful (strawberry color) product with strawberry flavor name and strawberry image Experimental Treatment 1 Intervention

Group IV: Colorful (strawberry color) product with strawberry flavor name Experimental Treatment 1 Intervention

Group V: Colorful (strawberry color) product with strawberry flavor features and choice claim Experimental Treatment 1 Intervention

Colorful (strawberry color) product with strawberry flavor name + strawberry image + strawberry flavor sensation descriptor + flavor choice claim

Group VI: Colorful (strawberry color) product with strawberry flavor features Experimental Treatment 1 Intervention

Colorful (strawberry color) product with strawberry flavor name + strawberry image + strawberry flavor sensation descriptor

Who Is Running the Clinical Trial?

Rutgers, The State University of New Jersey

Lead Sponsor

Trials

471

Recruited

81,700+

National Cancer Institute (NCI)

Collaborator

Trials

14,080

Recruited

41,180,000+

Citations

1. pmc.ncbi.nlm.nih.gov pmc.ncbi.nlm.nih.gov/articles/PMC7554057/

Effect of e-cigarette advertisement themes on hypothetical e ... Conclusions: E-cigarette advertising exposure may increase reported likelihood of purchasing e-cigarettes, with effects differing by advertisement content.

2. pmc.ncbi.nlm.nih.gov pmc.ncbi.nlm.nih.gov/articles/PMC9910139/

The Impact of The Real Cost Vaping and Smoking Ads ... This experiment found evidence of beneficial spillover effects of smoking prevention ads on vaping outcomes and found no detrimental effects.

3. sciencedirect.com sciencedirect.com/science/article/pii/S0749379725000716

The Impact of “The Real Cost” on E-cigarette Initiation ... This study examined the effect of exposure to “The Real Cost” Youth E-cigarette Prevention Campaign on e-cigarette initiation among US youth aged 11–18.

4. truthinitiative.org truthinitiative.org/research-resources/emerging-tobacco-products/e-cigarettes-facts-stats-and-regulations

E-cigarettes: Facts, stats and regulations Recent data, however, showed a slight uptick in adult e-cigarette use from 4.5% in 2021 to 6% in 2022. While switching completely from cigarettes to e- ...

5. fda.gov fda.gov/tobacco-products/real-cost-campaign/real-cost-e-cigarette-prevention-campaign

The Real Cost E-Cigarette Prevention Campaign “The Real Cost” e-cigarette prevention campaign uses a variety of marketing tactics and creative advertising to reach its teen audience.

6. pmc.ncbi.nlm.nih.gov pmc.ncbi.nlm.nih.gov/articles/PMC6778585/

Electronic Cigarette Advertising Impacts Adversely on ... Participants overall had less intention to quit smoking after viewing the advertisements (Δ− 0.59 ± 0.55 95% CI, p = 0.041), compared to before.

7. cdc.gov cdc.gov/tobacco/e-cigarettes/health-effects.html

Health Effects of Vaping | Smoking and Tobacco Use No tobacco products, including e-cigarettes, are safe. · Most e-cigarettes contain nicotine, which is highly addictive and is a health danger for ...

8. tobaccocontrol.bmj.com tobaccocontrol.bmj.com/content/26/4/421

What is the impact of e-cigarette adverts on children's ... This study provides the first evidence that exposure to e-cigarette adverts might influence children's perceptions of smoking tobacco cigarettes.