E-cigarette marketing and older smokers: road to renormalization.
OBJECTIVE
To describe older smokers' perceptions of risks and use of e-cigarettes, and their responses to marketing and knowledge of, and opinions about, regulation of e-cigarettes.


METHODS
Eight 90-minute focus groups with 8 to 9 participants met in urban and suburban California to discuss topics related to cigarettes and alternative tobacco products.


RESULTS
Older adults are using e-cigarettes for cessation and as a way to circumvent no-smoking policies; they have false perceptions about the effectiveness and safety of e-cigarettes. They perceive e-cigarette marketing as a way to renormalize smoking.


CONCLUSIONS
To stem the current epidemic of nicotine addiction, the FDA must take immediate action because e-cigarette advertising promotes dual use and may contribute to the renormalization of smoking.
University of California, San Francisco School of Nursing, San Francisco, CA, USA. janine.cataldo@ucsf.edu.
Janine K
JK
Cataldo
University of California, San Francisco School of Nursing, San Francisco, CA, USA.
Anne Berit
AB
Petersen
University of California, San Francisco School of Nursing, San Francisco, CA, USA.
Mary
M
Hunter
University of California, San Francisco, Center of Tobacco Control, Research, and Education, San Francisco, CA, USA.
Julie
J
Wang
San Francisco, Department of Medicine, San Francisco, CA, USA.
Nicolas
N
Sheon
D000368:Aged; D066300:Electronic Nicotine Delivery Systems / Q000523:psychology*; D005260:Female; D017144:Focus Groups; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D008297:Male; D040541:Marketing; D008875:Middle Aged; D012907:Smoking / Q000523:psychology*; D016540:Smoking Cessation / Q000523:psychology*