Effect of warning statements in e-cigarette advertisements: an experiment with young adults in the United States.

Background and aims This on-line experiment examined whether the addition of ingredient- or industry-themed warning statements in television advertisements for e-cigarettes would affect young adults' craving for and risk perceptions of e-cigarettes and combustible cigarettes, as well as intent to purchase e-cigarettes. Design Advertisements for two leading e-cigarette brands were edited to contain a warning statement about product ingredients or about the tobacco industry. Participants were assigned randomly to one of eight treatments or one of two brand-specific control conditions without any warning statement. Participants Young adults ( n = 900, aged 18-34 years) in a web panel were recruited from three groups: recent e-cigarette users, current smokers who used combustible cigarettes exclusively and non-users of either product. Measurements Craving and risk perceptions (addictiveness, harmful to health in general, harmful to others) were measured separately for e-cigarettes and combustible cigarettes. The Juster scale measured intention to purchase e-cigarettes. Findings Exposure to both types of warnings was associated with lower craving for e-cigarettes among e-cigarette users and smokers who experienced any craving ( P < 0.01) and lower intention to purchase among all participants ( P < 0.001). Only exposure to ingredient-themed warnings was associated with lower craving for combustible cigarettes ( P < 0.05). Participants who saw industry-themed warnings reported greater perceptions of general harm ( P < 0.001), but also rated e-cigarettes as less addictive than the control conditions ( P < 0.05). Conclusion The addition of ingredient- or industry-themed warning statements to e-cigarette television advertising similarly reduces craving and purchase intent for e-cigarettes, but has inconsistent effects on perceived risks. [ABSTRACT FROM AUTHOR]