1. Kristina Brouse, Rebecca Schweitzer, DrPh
University of Hawai`i at Manoa, Office of Public Health Studies
• E-cigarettes are electronic nicotine delivery systems
designed to vaporize liquid into an aerosol mist that
is delivered to the user via inhalation. E-cigarettes
can be made to include various flavorings such as
menthol, candy, or fruit. (National Institute of Drug Abuse,
2015)
• Ever-use (lifetime use) of e-cigarettes increased
among adolescents in Hawaii from 7% in 2011 to
34% in 2015. (Hawaii Youth Tobacco Survey)
• In 2015, Hawaii youth were about equally likely to
have tried new tobacco products as traditional
tobacco products. (Hawaii Youth Tobacco Survey, 2015)
• There is concern that e-cigarette use among
adolescents may lead to the use of combustible
cigarettes; and the health effects of use are not well
understood. (Wills, 2015)
• E-cigarette companies are using the same marketing
practices used by tobacco companies in past
decades to attract adolescents to smoking, including
the use of celebrities, sports, and music
sponsorships.
• E-cigarette companies have rapidly increased
advertising spending, from $6.4 million in 2011 to
$115 million in 2014. (CDC, 2014)
• Currently, e-cigarette advertisements are not
regulated as tobacco cigarette ads are
Background
Objective
Design
• The aim of this study was to conduct a systematic
content analysis of e-cigarette advertisements on Oahu
to provide evidence for local and federal policy around
marketing restrictions
• A systematic content analysis of e-cigarette
advertisements present in randomly selected stores
across Oahu
• Identified venues using the Hawaii Tobacco Permit
list for selection of likelihood of selling e-cigarettes
• Recorded the number present, type, brand,
placement, and aesthetics of e-cigarette
advertisements
Preliminary Findings from a Content Analysis of E-Cigarette Advertisements in Oahu
Stores
• E-cigarette advertisements seen in Hawaii appear to be
using tactics that may attract adolescents, such as bright
colors and placed where adolescents frequent
• Policy limiting where and how e-cigarette companies can
advertise is warranted
• Future directions include using GIS mapping to evaluate
how close the advertisements are to schools and expand
the content analysis to more locations on Oahu and
neighbor islands
Results
Significance
• Randomly inspected 66 stores across Oahu
• 22 locations were convenience stores/gas stations, 5
locations were grocery stores, and 8 locations were
smoke shops/kiosk
• 35 (53%) had e-cigarette advertisements
• Average number of advertisements per store was 3
• Forms of advertisement included posters, stickers,
models, and postcards.
• Most popular brands found were Blu e-cig, Vuse, Logic,
and Njoy
• Advertisements were seen where adolescents frequent,
such as the movie theater and malls