Press Release
Tuesday, January 5, 2016
Contact: CDC Media Relations
(404) 639-3286
E-cigarette ads reach nearly 7 in 10 middle and high-school students
More than 18 million youth see e-cigarette ads; many ads use themes from cigarette ads that appeal to youth
About 7 in 10 middle and high school students – more than 18 million young people – see e-cigarette advertising in stores, online, in newspapers and magazines, or on television and in movies, according to a new CDC Vital Signs report.
E-cigarette ads use many of the same themes – independence, rebellion, and sex – used to sell cigarettes and other conventional tobacco products. Advertising of tobacco products has been shown to cause youth to start using those products. The unrestricted marketing of e-cigarettes and dramatic increases in their use by youth could reverse decades of progress in preventing tobacco use among youth.
“The same advertising tactics the tobacco industry used years ago to get kids addicted to nicotine are now being used to entice a new generation of young people to use e-cigarettes,” said CDC Director Tom Frieden, M.D., M.P.H. “I hope all can agree that kids should not use e-cigarettes.”
Data from the 2014 National Youth Tobacco Survey (NYTS) show 68.9 percent of middle and high school students see e-cigarettes ads from one or more media sources. More youth see e-cigarette ads in retail stores (54.8 percent) than online (39.8 percent), in TV/movies (36.5 percent), or in newspapers and magazines (30.4 percent).
E-cigarettes typically deliver nicotine, which at a young age may cause lasting harm to brain development, promote addiction, and lead to sustained tobacco use. In 2014, e-cigarettes became the most commonly used tobacco product among youth, surpassing conventional cigarettes. During 2011 to 2014, current e-cigarette use among high school students soared from 1.5 percent to 13.4 percent, and among middle school students from 0.6 percent to 3.9 percent. Spending on e-cigarette advertising rose from $6.4 million in 2011 to an estimated $115 million in 2014.
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