Media marketing of e-cigarettes: Calling dental education in action
(PO-032) Media Marketing of E-cigarettes: Calling Dental Education in Action
Sunday, March 20, 2022
1:00pm – 3:00pm EST
Location: Hall C
Author: Ben Raymond, B.S. – Roseman University of Health Sciences College of Dental Medicine – South Jordan, Utah Author: Jungweon V. Park, M.S. – Dental Student, Roseman University of Health Sciences College of Dental Medicine – South Jordan, Utah Author: Chase Hardy, B.S. – Dental Student, Roseman University of Health Sciences College of Dental Medicine – South Jordan, Utah Author: Andrew Spencer Author: Clarissa Goh Author: Martin S. Lipsky, MD – Professor, Roseman University of Health Sciences College of Dental Medicine – South Jordan, Utah Author: Joseph Cheever, D.D.S – Assistant Dean for Clinical Research, Roseman University of Health Sciences College of Dental Medicine – South Jordan, Utah Author: Ryan Moffat, D.D.S. M.P.H. F.A.A.P.D Author: Frank Licari, D.D.S. MPH M.B.A. – Dean, College of Dental Medicine, Roseman University of Health Sciences College of Dental Medicine – South Jordan, Utah Author: Man Hung, Ph.D. – Associate Dean for Research, Roseman University of Health Sciences College of Dental Medicine – South Jordan, Utah Submitter: Ben Raymond, B.S. – Roseman University of Health Sciences College of Dental Medicine – South Jordan, Utah
Objectives: By implementing many marketing tactics to increase product popularity, the manufacturers of e-cigarettes are likely
Objectives: By implementing many marketing tactics to increase product popularity, the manufacturers of e-cigarettes are likely promoting harm to our youth. Here, we study how adolescents perceive harm of e-cigarette use and five types of advertising exposures: social media, radio, billboard, newspaper, and television.
Methods: The Population Assessment of Tobacco and Health study provides data on participants’ knowledge of tobacco use, health outcomes, attitudes, and behaviors. Linear regression analysis was used to investigate the relationship between harm perception and recalled viewing of the five media within the past 30 days. A secondary analysis explored protective effects of anti-tobacco media and environmental factors such as family approval.
Results: The study sample was 12,570 (weighted N = 23,993,149) youth aged 12 to 17 years old. Exposure to newspaper, radio, billboard, and social media advertising all correlated with reduced harm perception, with only the associations involving newspaper and social media exposure being statistically significant (p < 0.05). Including such factors as environmental support, there is a statistically significant association between increased harm perception and exposure to radio, billboard, and television advertisements (p < 0.05). Adjusting for covariates, it also reduced the association for all media.
Conclusion: Advertising profoundly affects adolescents’ perception of harm from e-cigarette usage, especially through social media and newspaper advertising. Among other factors, anti-tobacco marketing results in bolstered awareness of e-cigarettes’ adverse effects. Policy makers should implement increased levels of anti-tobacco marketing while promoting holistic, dental education to reduce e-cigarette use among adolescents.
