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UNC researchers have found that electronic cigarette prevention video advertisements can reduce adolescent attractiveness

UNC researchers have found that electronic cigarette prevention video advertisements can reduce adolescent attractiveness

2022-10-14

New Consumer Report, October 14th, according to foreign news reports, a random control study of more than 1,500 American young participants from all over the United States and testing the effectiveness of digital electronic cigarette prevention advertisements.


Researchers from the University of News and Media, UNC Gillings Global Public Health Institute, and UNC Lineberger Comprehensive Cancer Center found that real cost advertising reduced the degree of attraction of young people to electronic cigarettes. Electronic cigarette prevention video advertisements produced by the US Food and Drug Administration (FDA) have also reduced the degree of smoking.


Researchers have determined the similar effects of health hazards and addiction advertisements. The former focuses on the harmful chemicals discharged by electronic cigarette equipment and the damage caused by electronic cigarettes to the lungs. The latter focuses on the high addiction of electronic cigarettes and the consequences of nicotine addiction, such as losing autonomy.


The survey results were published on October 13, 2022 in the Jama Network Open magazine.


The first author of the study and the Health Impact of UNC Hussman (Chi) Laboratory Director UNC Hussman James Howard and Hallie McLan Parker Seth M. Noar said: Electronic cigarettes among young people are still worrying.


Noar is also a member of UNC Lineberger.


"The 2022 data just released by the Center for Disease Prevention and Control shows that there are more than 2.5 million junior high schools and high school students in the country -surpassing 14%of all adolescents in the United States -continue to suck electronic cigarettes, so that they face the risk of lifelong nicotine addiction." Norr Say. "Our research results show that the risk of communication with electronic cigarettes to health and addiction is a kind of evidence -based strategy that can prevent young people from using electronic cigarettes."


Since the introduction of electronic cigarette equipment, the state and local health departments have created their own anti -electronic cigarette information for young people to work hard to prevent electronic cigarettes.


The real cost advertisement used in this online study was displayed to the 1,514 teenagers (75% of men) aged 13-17. They were either willing to suck electronic cigarettes or electronic cigarette users when they participated in the research. Everyone sees three random ordering on Wednesday weeks, every time they play a 30 -second video advertisement each time. Compared with the control video, the real cost advertising reduces the openness of electronic cigarettes. The control video is a neutral information video created by the research team. Compared with the control video, the real cost electronic cigarette also reduces the openness of smoking.


Colleagues of Noar and UNC Gillings, Outstanding Professor Noel Brewer and assistant professor Marissa Hall have promoted the research. They know that some experts are worried that anti -electronic smoke information may inadvertently guide young people to smoke, but this concern has not been confirmed.


In fact, the researchers saw a positive impact from the data: real cost video advertisements reduced the level of openness of young people to smoking and electronic cigarettes. "It is difficult to change anyone's views on smoking, because people have been drowned by anti -smoking information for many years," said Bruch. "The overflowing effect of anti -electronic cigarette advertisements in persuasion smoking provides an important new tool for tobacco control."


In future research, researchers hope to discover which specific elements of electronic cigarette prevention video advertisements make it effective. "To what extent the advertising effect depends on the characters, advertising content, format, production value and other characteristics in advertising? This is what we plan to study in future work." Noar said.


The video advertisement used in this study can be found on UNC's online electronic cigarette prevention resource websites. The website aims to provide electronic cigarette prevention media content from all over the world, as well as the policies for the prevention of youth electronic cigarette prevention from all over the world. solution. It is the largest free opening to obtain an online repository for electronic cigarette prevention materials.


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