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<p>Electronic nicotine delivery system (ENDS) regulation includes the assessment of consumer response to advertising and promotional materials (APM) and behavioral intentions to try and to use the product among adults who smoke and adults who do not use tobacco. This study evaluated the impact of APM for a new ENDS product on intentions to try and to use the product among current Adults-who-smoke and Adults-who-do-not-use-tobacco. Participants (US adults aged 18 and over, n =&#xa0;3045 Adults-who-smoke, n =&#xa0;3527 Adults-who-do-not-use-tobacco, including Former Established Users, Former Experimenters, and Never Triers) were randomized to just view an image of the ENDS product (in tobacco and menthol flavors) and health information (Control group) or to additionally view APM (three promotional fliers and information about an available product App; Test group). Outcome measures were openness to try (OTT) and openness to use (OTU), assessed separately for tobacco and menthol flavors. Compared to Adults-who-smoke, very few Adults-who-do-not-use-tobacco were open to trying or using the ENDS product. Exposure to APM significantly increased OTT and OTU among Adults-who-smoke but largely did not affect OTT or OTU among Adults-who-do-not-use-tobacco. The APM did not significantly impact OTT or OTU among young adults-who-do-not-use-tobacco or young adults-who-smoke. OTT was largely flavor-specific; few participants were open to trying both tobacco and menthol flavors. These results support that the ENDS APM tested were generally not appealing to Adults-who-do-not-use-tobacco, including young adults, but did significantly increase OTT and OTU among Adults-who-smoke. The study illustrates the use of consumer data in tobacco regulatory science.</p>

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A Randomized Study Evaluating the Impact of ENDS Advertising and Promotional Materials On Use Intentions Among Adults Who Smoke and Non-tobacco Users

  • 期刊论文

  • 发表日期：

    2026年1月3日

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  • Stacey McCaffrey,
  • Saul Shiffman,
  • Michael J. Hannon,
  • Ryan A. Black

摘要

Electronic nicotine delivery system (ENDS) regulation includes the assessment of consumer response to advertising and promotional materials (APM) and behavioral intentions to try and to use the product among adults who smoke and adults who do not use tobacco. This study evaluated the impact of APM for a new ENDS product on intentions to try and to use the product among current Adults-who-smoke and Adults-who-do-not-use-tobacco. Participants (US adults aged 18 and over, n = 3045 Adults-who-smoke, n = 3527 Adults-who-do-not-use-tobacco, including Former Established Users, Former Experimenters, and Never Triers) were randomized to just view an image of the ENDS product (in tobacco and menthol flavors) and health information (Control group) or to additionally view APM (three promotional fliers and information about an available product App; Test group). Outcome measures were openness to try (OTT) and openness to use (OTU), assessed separately for tobacco and menthol flavors. Compared to Adults-who-smoke, very few Adults-who-do-not-use-tobacco were open to trying or using the ENDS product. Exposure to APM significantly increased OTT and OTU among Adults-who-smoke but largely did not affect OTT or OTU among Adults-who-do-not-use-tobacco. The APM did not significantly impact OTT or OTU among young adults-who-do-not-use-tobacco or young adults-who-smoke. OTT was largely flavor-specific; few participants were open to trying both tobacco and menthol flavors. These results support that the ENDS APM tested were generally not appealing to Adults-who-do-not-use-tobacco, including young adults, but did significantly increase OTT and OTU among Adults-who-smoke. The study illustrates the use of consumer data in tobacco regulatory science.