It’s a Don Draper move that the creative team on Mad Men would relish: Advertising is on the rise for e-cigarettes placed during shows that draw teen audiences.
E-cigarettes are battery-operated devices that resemble regular cigarettes. But unlike tobacco cigarettes, e-cigarettes contain a nicotine-infused liquid, sometimes flavored. When the liquid is heated, vapor that resembles smoke is created.
According to a new study released online in Pediatrics, the journal of the American Academy of Pediatrics (AAP), researchers found that exposure of young people ages 12 to 17 to e-cigarette ads on TV increased 256 percent from 2011 to 2013. For young adults ages 18 to 24, exposure to these ads increased 321 percent over the same period.
Why experts are concerned:
Advertising for e-cigarettes has increased dramatically in the U.S. in the past several years, especially during programs most likely to be watched by adolescents and young adults. The reason, experts say, is that there is an absence of regulation for these products, unlike the restrictions that apply for tobacco cigarette.
What they found:
More than 75 percent of e-cigarette ad exposure to youth occurred on cable networks. AMC, Country Music Television, Comedy Central, WGN America, TV Land and VH1 topped the list. E-cigarette ads appeared on programs like “The Bachelor,” “Big Brother” and “Survivor.” Those shows were among the 100 highest-rated youth programs for the 2012-2013 TV season.
More than 80 percent of the advertisements were for one brand, Blu Cigs.
The takeaway:
In the absence of evidence-based public health messages regarding the health risks of e-cigarettes, television advertising may be promoting beliefs and behaviors that pose harm to teens.
What parents can do:
Because the adolescent brain is more susceptible to nicotine addiction, health experts are concerned that e-cigarette use could be a stepping stone for tobacco use among teens.
We asked Phoenix Children’s pediatrician Sara Bode, MD, for answers on how parents can help balance the messages that kids are getting about e-cigarettes from advertisers.
Bode, a member of the AAP’s Arizona chapter, says parents should always be aware of what children are seeing in the media and to make sure there is an opportunity for open discussions.
“Kids can see and understand a lot more than we often give them credit for,” says Bode. “It is very appropriate to discuss with your middle schooler what e-cigarettes are and what dangers come with them. E-cigarettes are harmful and addicting. They may seem to project an image of safety without the smoke exposure, but the reality is that they are a drug of abuse.”
Start open, honest conversations by 10 to 11 years, says Bode. “You can use some of their TV exposures as a springboard to discuss topics such as drug and alcohol use, cigarette use, sexual activity and more.” Bode also emphasizes the importance of pointing out positive images to kids. Then they can see role models and teens who are making good choices and not just exposing them to the TV version that often glorifies these types of activities.
During a child’s well visit, pediatricians can talk about peer pressure, drug and alcohol use and choices that kids make with their bodies. “We can be a safe place to help parents bring up the topics and start to have these conversations as a family,” says Bode. “But we are just the beginning. As parents, you know your child best. It is vitally important to be engaged in your child’s life, know their friends and activities, what they are watching. Be open to discussing things in a positive way with your child so they can continue to make smart, informed decisions.”
Learn more:
Resources to help teens who may be developing a tobacco habit
How to talk to kids about smoking, drugs and alcohol
Which kids are most likely to pick up a tobacco habit?
