How Are Electronic Cigarettes Promoted? Data on TV, Radio, Print and Online Advertisements

Theoretical Background and research questions/hypothesis:  Since electronic cigarettes (e-cigarettes) are not currently regulated by the Food and Drug Administration (FDA), the promotion of these products is virtually unrestricted. Advertisements for e-cigarettes can be found across a variety of channels, including television, which has not featured advertisements for tobacco products for over 30 years. Despite the rapid growth of e-cigarettes, little is known about how and to what extent these products are promoted in the marketplace. This study addresses the gap in the literature by providing surveillance data on e-cigarette advertising over a one year period.

Methods: A full-service advertising firm was used to collect all TV, online, print and radio advertisements occurring in the USA between January 1, 2013 and December 31, 2013. The advertisement and associated meta-data on brand, date range observed and spend were downloaded and summarized. Characteristics and themes of advertisements were also examined by two independent coders. All advertisements were double coded and resolved by a final reviewer. Thematic categories are not mutually exclusive

Results: A total of 141 unique e-cigarette advertisements were identified during this time period. Total spend on e-cigarette advertising over this time period was $58,112,495, with print (~$28 million) and TV (~$23 million) comprising 88% of all spending. Advertising expenditures were greatest in June and December 2013. More than half of all advertisements positioned e-cigarettes as an alternative to cigarettes while slightly more than a third (36%) featured the theme of harm reduction, implying that the product was less harmful than traditional cigarettes or that it does not harm one’s health.  Half of the advertisements mentioned the taste or use of flavors in e-cigarettes.  The least common theme (7%) among these advertisements was positioning e-cigarettes as a way to quit smoking combustible cigarettes.  Different mediums were used to position certain types of themes.  Almost all television ads (90%) focused on e-cigarettes as an alternative to cigarettes while more than half (55%) positioned e-cigarettes as a way to show one’s individuality.  While print (57%) and radio (79%) ads focused on the taste of e-cigarettes or the ability to use flavors, about a quarter of print ads (26%) also used sexuality to promote e-cigarettes and a quarter of radio ads (26%) featured personal experiences.  Almost all advertisements provided a brand website (77%); nine percent mentioned their Facebook page and twelve percent offered a coupon.

Conclusions:  Overall, e-cigarette advertising expenditures were high with the greatest spend on television and print. Most advertisements portray the product as an alternative to combustible cigarettes, whereas about a third suggested e-cigarettes were less harmful than cigarettes. Themes traditionally found in cigarette advertising, such as sexuality or independence, were also common.  

Implications for research and/or practice:  Future surveillance of e-cigarette advertising is essential for informing FDA regulation of these products and educating the public on the potential harms and benefits of e-cigarette use.