A study done by scientists at The Ohio State University reveals that while marketing electronic cigarettes to young people, the fake warnings get stuck in their minds. This study was published in the journal Tobacco Control.
An e-cigarette is an electronic device which provides an experience of smoking a cigarette. E-cigarettes come is various shapes and sizes and is mostly battery operated. They contain nicotine which is an addictive drug available in regular cigarettes.
Use of e-cigarettes has become very common among people. People usually ignore the warning signs of consuming e-cigarettes. Cigarettes and e-cigarettes are dangerous and harmful to health.
There are many companies which manufacture and sell e-cigarettes in the market. There are also some companies which advertise smaller warnings at the bottom of the ad. The real warnings are not highlighted to the fullest.
During the course of the study, a very popular campaign was being done in magazines by the company Blu. Blu is a popular electronic cigarette brand. The campaign consisted of fake warnings specifically at the exact spot where the real warning must appear.
A study was conducted on this which unfolded that young children remembered only the “positive” warnings about e-cigarettes and not much about actual health issues related to it.
The study included 775 young boys between the age of 12 and 19 years old. During the study, the researchers randomly assigned the boys to view real e-cigarette ads with or without a fake warning. The researches then asked the boys about what they could remember most about the advertisements they viewed.
There were some boys who viewed the fake warnings campaign done by Blu. It was found that there were about 27% of boys who said that the “positive” warnings covered in the campaign were the most rememberable.
The study also revealed that about 19% of boys were able to recite the warnings. These same boys had a hard time recalling the actual warnings about the health risks as compared to boys who looked at other e-cigarette ads with the real warnings.
This study displays the power of marketing tobacco on young people and diverting them from the actual truth about health risks involved in e-cigarettes.
Amy Ferketich, the study’s senior author said, “The tobacco industry has a very long history of trying to lure in adolescents. This shows another way in which young people are particularly susceptible to tobacco marketing strategies.”
Researchers suggest that the U.S. Food and Drug Administration requires to issue a noticeable warning about the dangers of nicotine in e-cigarettes. More awareness and knowledge needs to be spread among people about the harmful effects and use of e-cigarettes.