title: Adolescents' responses to the promotion and flavouring of e-cigarettes.
abstract: OBJECTIVE
  The purpose of the study is to examine adolescents' awareness of e-cigarette marketing and investigate the impact of e-cigarette flavour descriptors on perceptions of product harm and user image.
  
  
  METHODS
  Data come from the 2014 Youth Tobacco Policy Survey, a cross-sectional in-home survey conducted with 11-16 year olds across the UK (n = 1205). Adolescents' awareness of e-cigarette promotion, brands, and flavours was assessed. Perceptions of product harm, and likely user of four examples of e-cigarette flavours was also examined.
  
  
  RESULTS
  Some participants had tried e-cigarettes (12 %) but regular use was low (2 %) and confined to adolescents who had also smoked tobacco. Most were aware of at least one promotional channel (82 %) and that e-cigarettes came in different flavours (69 %). Brand awareness was low. E-cigarettes were perceived as harmful (M = 3.54, SD = 1.19) but this was moderated by product flavours. Fruit and sweet flavours were perceived as more likely to be tried by young never smokers than adult smokers trying to quit (p < 0.001).
  
  
  CONCLUSIONS
  There is a need to monitor the impact of future market and regulatory change on youth uptake and perceptions of e-cigarettes.
authors.affiliation: Centre for Tobacco Control Research, Institute for Social Marketing, University of Stirling, Stirling, UK. a.j.ford@stir.ac.uk.|UK Centre for Tobacco and Alcohol Studies, University of Stirling, Stirling, UK. a.j.ford@stir.ac.uk.
authors.forename: Allison
authors.initials: A
authors.lastname: Ford
authors.affiliation: Centre for Tobacco Control Research, Institute for Social Marketing, University of Stirling, Stirling, UK.|UK Centre for Tobacco and Alcohol Studies, University of Stirling, Stirling, UK.
authors.forename: Anne Marie
authors.initials: AM
authors.lastname: MacKintosh
authors.affiliation: Centre for Tobacco Control Research, Institute for Social Marketing, University of Stirling, Stirling, UK.|UK Centre for Tobacco and Alcohol Studies, University of Stirling, Stirling, UK.
authors.forename: Linda
authors.initials: L
authors.lastname: Bauld
authors.affiliation: Centre for Tobacco Control Research, Institute for Social Marketing, University of Stirling, Stirling, UK.|UK Centre for Tobacco and Alcohol Studies, University of Stirling, Stirling, UK.
authors.forename: Crawford
authors.initials: C
authors.lastname: Moodie
authors.affiliation: Centre for Tobacco Control Research, Institute for Social Marketing, University of Stirling, Stirling, UK.|UK Centre for Tobacco and Alcohol Studies, University of Stirling, Stirling, UK.
authors.forename: Gerard
authors.initials: G
authors.lastname: Hastings
mesh_terms: D000293:Adolescent; D000294:Adolescent Behavior / Q000523:psychology*; D000329:Advertising / Q000706:statistics & numerical data*; D002648:Child; D003430:Cross-Sectional Studies; D066300:Electronic Nicotine Delivery Systems / Q000706:statistics & numerical data*; D005260:Female; D005421:Flavoring Agents; D006801:Humans; D007407:Interviews as Topic; D008297:Male; D040541:Marketing / Q000706:statistics & numerical data; D012907:Smoking; D011795:Surveys and Questionnaires; D006113:United Kingdom
chemical_list: D005421:Flavoring Agents
keywords: Adolescents; E-cigarette use; E-cigarettes; Flavours; Marketing; Promotion