A randomized controlled trial examining the effects of human models in e-cigarette advertisements and e-cigarette use among susceptible young adults

doi:10.1016/j.addbeh.2026.108789

A randomized controlled trial examining the effects of human models in e-cigarette advertisements and e-cigarette use among susceptible young adults

2026-07-02

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DOI：10.1016/j.addbeh.2026.108789

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• The tobacco industry has used marketing strategies that appeal to young adults to encourage e-cigarette use. • Removing human models – a highly appealing advertising feature – from industry advertisements (ads) may discourage e-cigarette use among young adults by reducing product appeal. • Findings showed that including human models in e-cigarette ads reduced perceptions of e-cigarette harm over time, potentially increasing use intentions among susceptible young adults. • Regulatory action to restrict the inclusion of human models in e-cigarette ads may help prevent e-cigarette uptake and initiation among susceptible young people.

A randomized controlled trial examining the effects of human models in e-cigarette advertisements and e-cigarette use among susceptible young adults

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