Extract

Background and study aims The availability and use of electronic (“e”) cigarettes has risen rapidly in the last three years with an estimated 2.1 million people using e-cigarettes in the UK in 2014 and 15.7 million in the USA in 2013. E-cigarettes have the potential to be both beneficial and harmful. The main potential benefit is that they may help current smokers to stop using tobacco cigarettes. The main potential harm is that they may encourage children to start using tobacco cigarettes through the presentation of glamorous images associated with objects that resemble cigarettes. In this study, we look at whether exposing children to adverts depicting e-cigarettes as glamorous increases the appeal of tobacco smoking, appeal being a predictor of subsequent tobacco use. We also look at whether exposing participants to adverts emphasizing the potential health benefits of e-cigarettes reduces the appeal of tobacco smoking. Who can participate? Young people aged 11-16 from the UK. What does the study involve? Participants are randomly allocated to one of three groups. Those in group one are shown a series of pictures associating e-cigarettes with glamour. Those in group two are shown a series of pictures associating e-cigarettes with potential health benefits and an aid to stop smoking tobacco cigarettes. Those in group 3 are not shown any pictures (control group). All participates are asked to fill in a questionnaire and are asked some questions on their responses to the advertisements and how appealing they find tobacco and e-cigarettes. They also answer some questions about their own experiences with e-cigarettes and tobacco cigarettes. What are possible benefits and risks of participating? The public health community has raised concerns that e-cigarette adverts might influence how appealing children find tobacco, but currently evidence is lacking. The present study will contribute to a better understanding of how children perceive e-cigarette adverts and whether and how these adverts might influence the appeal of tobacco smoking in children. The present study will contribute to evidence that can form the basis for policy aimed at protecting children. We do not envisage the study will result in any anxiety or discomfort. When is the study starting and how long is it expected to run for? May 2015 to July 2015. Where is the study run from? The Behaviour and Health Research Unit at the University of Cambridge in collaboration with ICM Direct. Who is funding the study? Department of Health Policy Research Programme (Policy Research Unit in Behaviour and Health [PR-UN-0409-10109]) (UK) Who is the main contact? Professor Theresa Marteau

Inclusion criteria

• Tobacco smoking, which causes cancer, chronic obstructive pulmonary disease, stroke and heart disease

Links

• ictrp
• isrctn