Exposure to Electronic Cigarette Advertising Among Middle and High School Students - United States, 2014-2016

What is already known about this topic? E-cigarettes are the most commonly used tobacco product among U.S. middle and high school students. E-cigarette advertising is associated with e-cigarette use among youths, and employs themes and strategies that are similar to conven­tional cigarette advertising tactics that have been proven to appeal to youths. What is added by this report? In 2016, an estimated 4 in 5 (20.5 million) U.S. middle and high school students were exposed to e-cigarette advertisements from at least one source, a significant increase over 2014 and 2015. Nearly seven in 10 youths (17.7 million) were exposed to e-cigarette advertising in retail stores in 2016, while approxi­mately two in five were exposed on the Internet or on televi­sion, and nearly one in four were exposed through newspapers and magazines. What are the implications for public health practice? As part of comprehensive youth tobacco prevention efforts, approaches to reduce youth access to e-cigarettes and exposure to advertising could include regulation of youth-oriented marketing, restrictions on youth access to tobacco products in retail settings, and high-impact youth-focused tobacco education campaigns. © 2018, Department of Health and Human Services. All rights reserved.