Nov 19, 2015 05:39 PM EST By J Dionne, UniversityHerald Reporter

New research suggests e-cigarettes advertisements may entice teens and young adults to smoke the electronic devices.

Researchers at the Schroeder Institute for Tobacco Research and Policy Studies at Truth Initiative found that about 6 percent of young adults who had never before tried an e-cigarette had done so at six month follow-up; ad exposure was associated with a greater likelihood of e-cigarette trial at follow-up (3.6 percent exposed vs. 1.2 percent unexposed) in never users of cigarettes and e-cigarettes. Ad exposure was also associated with greater curiosity to try an e-cigarette (18.3 percent vs. 11.3 percent) in the full sample.

"Our study is the first randomized controlled study to show that forced exposure to e-cigarette advertising has an impact on longer-term e-cigarette trial in a small number of never users," Andrea Villanti, lead author of the study, said in a statement. "These findings highlight the potential impact of unrestricted e-cigarette advertising to enhance curiosity and trial of e-cigarettes in young adults."

For the study, researchers collected and analyzed data from more than 4,200 young adults aged 18 to 34 years old. They assessed the impact of random assignment to exposure to e-cigarette advertisements on perceptions, intentions, and subsequent use.

Promotional expenditures for e-cigarettes across all media channels have rapidly increased since 2010. Since e-cigarettes are not subject to the same regulations as cigarette and smokeless tobacco products, e-cigarette manufacturers have been able to advertise their products via television, radio, and sponsorship of sporting and entertainment events.

The findings are detailed in the journal Nicotine & Tobacco Research. 

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