National Youth tobacco surveys (2014-2019) show increasing beliefs in the harm and relative addiction of e-cigarettes but decreasing associations between those beliefs and e-cigarette use

Moderating Effects of Social Norms on Message Frame in Vaping Prevention: An Application of Deviance Regulation Theory

Background: The current study examined how the interplay between message frame and vaping norms impacted college students' responses to vaping prevention messages, from the lens of deviance regulation theory. Objectives: College students (N = 231) were randomly assigned to one of seven conditions in a 2 (message frame: positive, negative) by 3 (manipulated vaping norm: high, low, none) + 1 control (recycling) between-subjects experiment. Participants' preconceived vaping norms, vaping history, and health harm and addiction beliefs in vaping were also measured. Results: Results showed a main effect of message frame and an interaction effect between message frame and preconceived vaping norms in a way that is consistent with DRT prediction. A positive frame led to less freedom threat and negative cognition, and more favorable message attitudes, compared to a negative frame. Moreover, participants who had a low preconceived vaping norm and viewed a negative frame reported more favorable attitudes than those who had a low preconceived vaping norm and viewed a positive frame. Similarly, participants who had a high preconceived vaping norm and viewed a positive frame reported more favorable attitudes than those who had a low preconceived vaping norm and viewed a positive frame. No significant interaction between message frame and manipulated vaping norms was found. Conclusions: Findings of the study suggested that in using DRT-based interventions, utilizing preconceived norms provides a better approach than manipulated norms for producing more favorable message responses.

Factors associated with intentions to quit vaping and quit attempts among Adolescents: A structural equation modeling approach

OBJECTIVES

Previous youth tobacco research has identified multiple factors relating to intentions to quit vaping and quit attempts among current e-cigarette users in adolescents. The pathways in the complex associations with vaping cessation behaviors remain unclear.

METHODS

Using data from the 2022 National Youth Tobacco Survey (NYTS) (grades 6-12), structural equation models (SEMs) are developed to examine the associations of social environment, vaping risk perceptions, e-cigarette marketing, vaping characteristics, and demographics with two outcome measures - intentions to quit vaping and past year quit attempts among current e-cigarette users.

RESULTS

The national sample of current e-cigarette users (n = 2,701) consisted of 52.7 % females, 47.0 % non-Hispanic Whites, 80.1 % high school students, and 56.2 % heterosexual individuals. Among them, 70.2 % reported intentions to quit vaping and 66.3 % reported past year quit attempts. The protective factor for quit intentions was vaping risk perceptions (p < 0.001). Risk factors included e-cigarette marketing (p = 0.04), dual use of e-cigarettes and other tobacco products (p = 0.003), vaping due to feeling anxious or stressed (p = 0.01), vaping for nicotine buzz (p = 0.002), nicotine dependence (p = 0.02), identifying as Gay or Lesbian (p < 0.001), bisexual (p = 0.03), or Hispanic (p = 0.04). Similar associations were observed with quit attempts except that e-cigarette marketing, vaping due to feeling anxious or stressed, vaping dependence, and identifying as Hispanic were not significant. Besides, high vaping frequency (p < 0.001), grade level (p < 0.001) and not sure about sexual orientation (p = 0.01) were also negatively associated with quit attempts.

CONCLUSIONS

This study provided insights into factors influencing vaping cessation outcomes among adolescent current e-cigarette users. Developing tailored vaping cessation programs based on these findings could enhance quit success.

Associations of e-cigarette advertising exposure with curiosity and susceptibility among U.S. adolescents: National Youth Tobacco Surveys, 2014-2020

INTRODUCTION

Despite an evolving e-cigarette environment, few studies have looked at adolescent exposure to e-cigarette advertising over time and its associations with curiosity about and susceptibility to using e-cigarettes. We examined e-cigarette advertising exposure and its associations with curiosity and susceptibility across multiple years among adolescents who have never used e-cigarettes.

METHODS

We obtained data from the National Youth Tobacco Surveys (NYTSs), 2014-2020 (N = 97,496). The NYTS identified e-cigarette advertising exposure from four channels: Internet, newspapers and magazines, convenience stores, and TV. Logistic regressions explored e-cigarette advertising exposure over time and the associations between exposure from the four channels and both curiosity and susceptibility to using e-cigarettes.

RESULTS

Youth exposure to e-cigarette advertising on the Internet and in convenience stores formed an increase-decrease-increase pattern from 2014 to 2020, whereas exposure in newspapers and magazines and on TV generally decreased over this period. Exposure on the Internet and in convenience stores was consistently associated with curiosity and susceptibility; but exposure in newspapers and magazines and on TV was sporadically associated with the outcomes.

CONCLUSIONS

Despite a changing e-cigarette marketplace, youth were consistently exposed to e-cigarette advertising, especially on the Internet and in convenience stores. This pattern is worrisome, as it may increase youth curiosity and susceptibility to using e-cigarettes. Comprehensive tobacco prevention efforts to prevent e-cigarette use in adolescents should continue to restrict e-cigarette advertising and marketing, thereby reducing exposure and discouraging e-cigarette use. Regular efforts should also be made to educate adolescents about the risks of using e-cigarettes to counteract the impact of high e-cigarette advertising exposure.

Identifying promising themes and messages for youth vaping prevention: A national study

Use of e-cigarettes and vapes among adolescents continues to be a major public health concern. Health communication efforts can discourage e-cigarette use among adolescents by influencing beliefs and behavior. However, to do so, studies need to identify the most promising themes and messages based on the latest evidence about the harms of e-cigarettes and vaping. Participants were a nationally representative sample of 1,603 US adolescents aged 13-17 years, recruited in the summer of 2022. Adolescents were randomly assigned to view 7 vaping prevention statements (one from each theme: nicotine addiction, chemical harms, health symptoms, mental health, organ effects, cosmetic effects, and monetary cost) and 1 control statement (vape litter theme) from a pool of 46 statements that were developed through a systematic process. Participants rated each statement on perceived message effectiveness (PME), awareness, and believability. Results of linear mixed models indicated that all vaping prevention themes out-performed control messages on PME, with chemical harms and organ effects having the largest effects, followed by nicotine addiction and then other themes. For most message themes, PME effects were stronger for youth susceptible to vaping compared to non-susceptible youth and users. Both awareness and believability predicted higher levels of PME. In secondary analyses, we found that statements specifying the target ("you") and longer statements were also rated higher on PME. Results suggests that the most potent vaping prevention messages for adolescents are those that focus on vape chemicals and the potential of vaping to damage organs and increase disease risk.

Kowitt S, Ritchie C, Sutfin EL, Sheeran P, Noar SM. Awareness and Perceptions of US Food and Drug Administration's JUUL Marketing Denial Order: A National Study of US Adolescents

INTRODUCTION

We examined awareness and perceptions of the US Food and Drug Administration (FDA) JUUL marketing denial order (MDO) that occurred in June 2022 among a nationally representative sample of US adolescents.

AIMS AND METHODS

Data were collected in August 2022 via an online survey (n = 1603). Adolescents were asked whether they had heard about the JUUL MDO, and, if yes, where they heard the news. Those who had heard were asked about the MDO's impact on their harm beliefs about JUUL and vape products in general. We examined correlates of awareness of the MDO and of increased JUUL and vape harm perceptions.

RESULTS

Twenty-seven percent of adolescents had heard about the MDO. Older adolescents (adjusted odds ratio [aOR] = 1.13) and LGBTQ+ adolescents (aOR = 2.05) had significantly higher odds of having heard the news, while those who identified as Black or African American had significantly lower odds of having heard (aOR = 0.56). Most participants who were aware of the MDO indicated that they had higher harm perceptions about JUUL itself (77.9%) and vapes in general (79.6%). Youths susceptible to vaping and current users were less likely to report increased harm perceptions about JUUL (B = -0.34 and -0.46, respectively) and vapes in general (B = -0.27 and -0.43) compared with youth not susceptible to vaping.

CONCLUSIONS

The results of this nationally representative survey demonstrate that over one-quarter of US youth heard about the JUUL MDO and the vast majority of those indicated increased harm perceptions about vapes. Large-scale news events about vaping can reach youth audiences and may impact what youth think about the harms of vaping.

IMPLICATIONS

Analysis of a nationally representative survey of adolescents aged 13-17 revealed that more than 25% had heard about the marketing denial order issued to JUUL Labs by the FDA in June of 2022. We also found that the vast majority of adolescents reported increased JUUL and vape harm perceptions in response to hearing about the MDO. This indicates that news coverage about vaping-including coverage of regulatory actions-can reach and potentially impact adolescents. It is therefore important to monitor news coverage about vaping, how it is framed and discussed across media platforms, and its reach among priority populations.