An ‘Explosion’ of Youth Exposure to E-Cigarette TV Ads

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An ‘Explosion’ of Youth Exposure to E-Cigarette TV Ads

June 2, 2014~ As the federal government moves to set rules that would ban the sale of electronic cigarettes to minors, a new study shows that TV ads for the products have increased dramatically during programs most likely to be watched by adolescents and young adults. According to the study published online today by the journal Pediatrics, between 2011 and 2013 exposure to e-cigarette TV ads increased by 256% among adolescents ages 12 to 17 and by 321% among young adults, ages 18 to 24. Approximately 76% of the ads seen by each of the two age groups occurred while watching cable networks ‘” most often AMC, Country Music Television, Comedy Central, WGN America, TV Land and VH1. They also appeared on broadcast network programs that were among the 100 highest rated youth programs for the 2012-2013 TV season, including The Bachelor, Big Brother and Survivor, the study finds. One brand, blu eCigs, owned by tobacco company Lorillard, accounted for almost 82% of all nationally aired e-cigarette ads viewed by 12- to 17-year-olds.

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