Can E-cigarette Ads Undermine Former Smokers? – Study says “yes”.
It’s not really surprising that the adverts which have portrayed smoker-like behaviour & highly aspirational imagery that mimics tobacco advertising from the 50s, 60s, and 70s have had an affect on former smokers.
Most smokers who use Allen Carr’s Easyway to Quit Smoking method in order to quit are not prone to the adverts – they experience a sense of release and freedom rather than feel as if they’re missing out on something. But it’s easy to see how someone using willpower – trying to ‘hold on’, with a feeling of merely ‘trying to survive’ without cigarettes and who is experiencing terrible feelings of deprivation would succumb to e-cigarette advertising.
Is there a link between Big Tobacco and the e-cigarette industry? I don’t think we need a study to prove that. It’s no longer a case of ‘Big Tobacco’ – it’s truer to say ‘Big Nicotine’ – Allen Carr himself said that 15 years ago.
When smokers can smoke – they do – great news for Big Nicotine. When smokers can’t – they vape (use e-cigarettes) – great news for Big Nicotine.
It’s such a tragedy when a no-risk, proven, effective, and affordable solution to nicotine addiction exists.
#QuitSmoking #StopSmoking #BeAddictionFree #AllenCarr
From the desk of John Dicey, Worldwide CEO & Senior Facilitator, Allen Carr’s Easyway
Can E-cigarette Ads Undermine Former Smokers? An Experimental Study – S Durkin, M Bayley Cancer Council Victoria
Objectives: Many e-cigarette advertisements (ads) are reminiscent of ads for cigarettes. This study explored the effects of e-cigarette ad exposure among former smokers in 2 countries with different e-cigarette regulation contexts. Methods: In an online study, 408 US and 405 Australian former smokers from survey panels were randomized to one of 14 e-cigarette or 2 control ads. Analyses examined effects of ad condition, and interactions by country and relapse susceptibility. Results: Effects were generally consistent across countries. Compared to control ads, those exposed to e-cigarette ads not only were more likely to have some urge or susceptibility to use e-cigarettes, but also were more likely to be reminded of smoking and have some desire to smoke cigarettes; US former smokers were less likely to be confident to abstain from smoking. These effects were especially pronounced among those susceptible to relapse. E-cigarette ad exposure was not associated with estimates of e-cigarette prevalence or perceptions of quitting ease. Conclusions: Exposure to e-cigarette ads can increase former smokers’ desire to smoke and weaken their confidence to abstain. Regulators may need to consider the potential population impact of allowing former smokers to be exposed repeatedly to e-cigarette advertising.