Assessing the Intended and Unintended Consequences of E-cigarette TV Advertising


If finalized, the FDA's proposed Deeming Rule would extend FDA's regulatory authority to e-cigarettes and other tobacco products, allowing FDA to propose rules that restrict their advertising and promotion. Any potential marketing restrictions FDA may impose on e-cigarettes in future are required by law to be based on the scientific evidence demonstrating the population-level impact of such measures. Unfortunately, to date, no studies have examined the population level impact of televised e-cigarette advertising. This project will advance the scientific knowledge on e-cigarettes by filling this critical research gap. The overarching goal of this project is to examine the direct effects and the unintended consequences of televised e-cigarette advertising and provide timely scientific bases for FDA's Deeming Rule and any future potential regulatory actions on restricting marketing for electronic nicotine delivery systems (ENDS).

The study’s aims are to:

  1. Examine the impact of e-cigarette TV advertising on awareness, risk perceptions, intentions to use, initiation, and patterns of use of e-cigarettes and combustible cigarettes.
  2. Assess the unintended consequences of e-cigarette TV advertising, examining its impact on a) attitudes, beliefs, and behaviors related to other ENDS products such as vaping pens, e-hookah, tank-style e-cigarettes/Mods, and vaping juice; and b) potential substitution away from evidence-based cessation methods among smokers.
  3. Study whether/to what extent state and local tobacco control policies and policies restricting e-cigarette use modify the direct effects and unintended impacts of e-cigarette TV advertising.

These aims will be accomplished by applying proven research and analytic methods to a unique combination of new survey data and existing data collected via previously NIH-funded projects led by the proposed research team. The findings from this project will provide highly policy-relevant and timely scientific evidence on the population level impact of e-cigarette TV marketing.

This project holds the potential to provide unique insight into e-cigarette TV advertising's direct effects and unintended influences on attitudes, beliefs, and behaviors related to a wide spectrum of ENDS and vaping products.  

Funding Agency

National Cancer Institute (Grant No. R01 CA194681)


Principal investigator
Jidong Huang, PhD

Frank J. Chaloupka, PhD
Sherry L. Emery, MBA, PhD
Yoonsang Kim, MPH, PhD

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About this grant

Georgia State University began administering this grant in August 2016, when Jidong Huang joined the faculty there.