Noticing education campaigns or public health messages about vaping among youth in the United States, Canada and England from 2018 to 2022

Katherine East; Eve Taylor; Erikas Simonavicius; Matilda Nottage; Jessica L. Reid; Robin Burkhalter; Leonie Brose; Olivia A. Wackowski; Alex C. Liber; Ann McNeill; David Hammond

doi:10.1093/her/cyad044

Noticing education campaigns or public health messages about vaping among youth in the United States, Canada and England from 2018 to 2022

Katherine East^*, Eve Taylor, Erikas Simonavicius, Matilda Nottage, Jessica L. Reid, Robin Burkhalter, Leonie Brose, Olivia A. Wackowski, Alex C. Liber, Ann McNeill, David Hammond

^*Corresponding author for this work

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Abstract

Public health campaigns have the potential to correct vaping misperceptions. However, campaigns highlighting vaping harms to youth may increase misperceptions that vaping is equally/more harmful than smoking. Vaping campaigns have been implemented in the United States and Canada since 2018 and in England since 2017 but with differing focus: youth vaping prevention (United States/Canada) and smoking cessation (England). We therefore examined country differences and trends in noticing vaping campaigns among youth and, using 2022 data only, perceived valence of campaigns and associations with harm perceptions. Seven repeated cross-sectional surveys of 16–19 yearolds in United States, Canada and England (2018–2022, n = 92 339). Over half of youth reported noticing vaping campaigns, and noticing increased from August 2018 to February 2020 (United States: 55.2% to 74.6%, AOR = 1.21, 95% CI = 1.18-1.24; Canada: 52.6% to 64.5%, AOR = 1.13, 1.11-1.16; England: 48.0% to 53.0%, AOR = 1.05, 1.02-1.08) before decreasing (Canada) or plateauing (England/United States) to August 2022. Increases were most pronounced in the United States, then Canada. Noticing was most common on websites/social media, school and television/radio. In 2022 only, most campaigns were perceived to negatively portray vaping and this was associated with accurately perceiving vaping as less harmful than smoking among youth who exclusively vaped (AOR = 1.46, 1.09-1.97). Consistent with implementation of youth vaping prevention campaigns in the United States and Canada, most youth reported noticing vaping campaigns/messages, and most were perceived to negatively portray vaping.

Original language	English
Pages (from-to)	12-28
Number of pages	17
Journal	Health Education Research
Volume	39
Issue number	1
DOIs	https://doi.org/10.1093/her/cyad044
Publication status	Published - 2 Jan 2024

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Noticing education campaigns or_EAST_Publishedonline2January2024_GOLD_VoR (CC BY)Final published version, 326 KBLicence: CC BY

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East, K., Taylor, E., Simonavicius, E., Nottage, M., Reid, J. L., Burkhalter, R., Brose, L., Wackowski, O. A., Liber, A. C., McNeill, A., & Hammond, D. (2024). Noticing education campaigns or public health messages about vaping among youth in the United States, Canada and England from 2018 to 2022. Health Education Research, 39(1), 12-28. https://doi.org/10.1093/her/cyad044

@article{49b7041405b849d5b20e5ae1d359dbc8,

title = "Noticing education campaigns or public health messages about vaping among youth in the United States, Canada and England from 2018 to 2022",

abstract = "Public health campaigns have the potential to correct vaping misperceptions. However, campaigns highlighting vaping harms to youth may increase misperceptions that vaping is equally/more harmful than smoking. Vaping campaigns have been implemented in the United States and Canada since 2018 and in England since 2017 but with differing focus: youth vaping prevention (United States/Canada) and smoking cessation (England). We therefore examined country differences and trends in noticing vaping campaigns among youth and, using 2022 data only, perceived valence of campaigns and associations with harm perceptions. Seven repeated cross-sectional surveys of 16–19 yearolds in United States, Canada and England (2018–2022, n = 92 339). Over half of youth reported noticing vaping campaigns, and noticing increased from August 2018 to February 2020 (United States: 55.2% to 74.6%, AOR = 1.21, 95% CI = 1.18-1.24; Canada: 52.6% to 64.5%, AOR = 1.13, 1.11-1.16; England: 48.0% to 53.0%, AOR = 1.05, 1.02-1.08) before decreasing (Canada) or plateauing (England/United States) to August 2022. Increases were most pronounced in the United States, then Canada. Noticing was most common on websites/social media, school and television/radio. In 2022 only, most campaigns were perceived to negatively portray vaping and this was associated with accurately perceiving vaping as less harmful than smoking among youth who exclusively vaped (AOR = 1.46, 1.09-1.97). Consistent with implementation of youth vaping prevention campaigns in the United States and Canada, most youth reported noticing vaping campaigns/messages, and most were perceived to negatively portray vaping.",

author = "Katherine East and Eve Taylor and Erikas Simonavicius and Matilda Nottage and Reid, {Jessica L.} and Robin Burkhalter and Leonie Brose and Wackowski, {Olivia A.} and Liber, {Alex C.} and Ann McNeill and David Hammond",

note = "Funding Information: This work was supported by: the United States National Institutes of Health (NIH; 1P01CA200512); Health Canada{\textquoteright}s Substance Use and Addictions Program (SUAP); Canadian Institutes of Health Research (CIHR)–Public Health Agency of Canada (PHAC) Applied Public Health Research Chair (to DH); the UK Society for the Study of Addiction (SSA; to K.E.); Cancer Research UK (PPRCTAGPJT\100008; to K.E., E.V.T., E.S., M.N., A.M.); NIH (R37CA222002; to O.A.W.). The views expressed herein do not necessarily represent the views of any of the funding agencies. Publisher Copyright: {\textcopyright} The Author(s) 2024. Published by Oxford University Press.",

year = "2024",

month = jan,

day = "2",

doi = "10.1093/her/cyad044",

language = "English",

volume = "39",

pages = "12--28",

journal = "Health Education Research",

issn = "0268-1153",

publisher = "Oxford University Press",

number = "1",

}

East, K, Taylor, E, Simonavicius, E, Nottage, M, Reid, JL, Burkhalter, R, Brose, L, Wackowski, OA, Liber, AC, McNeill, A & Hammond, D 2024, 'Noticing education campaigns or public health messages about vaping among youth in the United States, Canada and England from 2018 to 2022', Health Education Research, vol. 39, no. 1, pp. 12-28. https://doi.org/10.1093/her/cyad044

TY - JOUR

T1 - Noticing education campaigns or public health messages about vaping among youth in the United States, Canada and England from 2018 to 2022

AU - East, Katherine

AU - Taylor, Eve

AU - Simonavicius, Erikas

AU - Nottage, Matilda

AU - Reid, Jessica L.

AU - Burkhalter, Robin

AU - Brose, Leonie

AU - Wackowski, Olivia A.

AU - Liber, Alex C.

AU - McNeill, Ann

AU - Hammond, David

N1 - Funding Information: This work was supported by: the United States National Institutes of Health (NIH; 1P01CA200512); Health Canada’s Substance Use and Addictions Program (SUAP); Canadian Institutes of Health Research (CIHR)–Public Health Agency of Canada (PHAC) Applied Public Health Research Chair (to DH); the UK Society for the Study of Addiction (SSA; to K.E.); Cancer Research UK (PPRCTAGPJT\100008; to K.E., E.V.T., E.S., M.N., A.M.); NIH (R37CA222002; to O.A.W.). The views expressed herein do not necessarily represent the views of any of the funding agencies. Publisher Copyright: © The Author(s) 2024. Published by Oxford University Press.

PY - 2024/1/2

Y1 - 2024/1/2

N2 - Public health campaigns have the potential to correct vaping misperceptions. However, campaigns highlighting vaping harms to youth may increase misperceptions that vaping is equally/more harmful than smoking. Vaping campaigns have been implemented in the United States and Canada since 2018 and in England since 2017 but with differing focus: youth vaping prevention (United States/Canada) and smoking cessation (England). We therefore examined country differences and trends in noticing vaping campaigns among youth and, using 2022 data only, perceived valence of campaigns and associations with harm perceptions. Seven repeated cross-sectional surveys of 16–19 yearolds in United States, Canada and England (2018–2022, n = 92 339). Over half of youth reported noticing vaping campaigns, and noticing increased from August 2018 to February 2020 (United States: 55.2% to 74.6%, AOR = 1.21, 95% CI = 1.18-1.24; Canada: 52.6% to 64.5%, AOR = 1.13, 1.11-1.16; England: 48.0% to 53.0%, AOR = 1.05, 1.02-1.08) before decreasing (Canada) or plateauing (England/United States) to August 2022. Increases were most pronounced in the United States, then Canada. Noticing was most common on websites/social media, school and television/radio. In 2022 only, most campaigns were perceived to negatively portray vaping and this was associated with accurately perceiving vaping as less harmful than smoking among youth who exclusively vaped (AOR = 1.46, 1.09-1.97). Consistent with implementation of youth vaping prevention campaigns in the United States and Canada, most youth reported noticing vaping campaigns/messages, and most were perceived to negatively portray vaping.

AB - Public health campaigns have the potential to correct vaping misperceptions. However, campaigns highlighting vaping harms to youth may increase misperceptions that vaping is equally/more harmful than smoking. Vaping campaigns have been implemented in the United States and Canada since 2018 and in England since 2017 but with differing focus: youth vaping prevention (United States/Canada) and smoking cessation (England). We therefore examined country differences and trends in noticing vaping campaigns among youth and, using 2022 data only, perceived valence of campaigns and associations with harm perceptions. Seven repeated cross-sectional surveys of 16–19 yearolds in United States, Canada and England (2018–2022, n = 92 339). Over half of youth reported noticing vaping campaigns, and noticing increased from August 2018 to February 2020 (United States: 55.2% to 74.6%, AOR = 1.21, 95% CI = 1.18-1.24; Canada: 52.6% to 64.5%, AOR = 1.13, 1.11-1.16; England: 48.0% to 53.0%, AOR = 1.05, 1.02-1.08) before decreasing (Canada) or plateauing (England/United States) to August 2022. Increases were most pronounced in the United States, then Canada. Noticing was most common on websites/social media, school and television/radio. In 2022 only, most campaigns were perceived to negatively portray vaping and this was associated with accurately perceiving vaping as less harmful than smoking among youth who exclusively vaped (AOR = 1.46, 1.09-1.97). Consistent with implementation of youth vaping prevention campaigns in the United States and Canada, most youth reported noticing vaping campaigns/messages, and most were perceived to negatively portray vaping.

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U2 - 10.1093/her/cyad044

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EP - 28

JO - Health Education Research

JF - Health Education Research

IS - 1

ER -

Noticing education campaigns or public health messages about vaping among youth in the United States, Canada and England from 2018 to 2022

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