{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,1,15]],"date-time":"2026-01-15T05:34:18Z","timestamp":1768455258487,"version":"3.49.0"},"reference-count":45,"publisher":"BMJ","funder":[{"name":"National Cancer Institute","award":["R00CA242589"],"award-info":[{"award-number":["R00CA242589"]}]}],"content-domain":{"domain":["bmj.com"],"crossmark-restriction":true},"short-container-title":["Tob Control"],"accepted":{"date-parts":[[2026,1,3]]},"abstract":"<jats:sec>\n                    <jats:title>Introduction<\/jats:title>\n                    <jats:p>Little is known about the impact of viewing commercial e-cigarette advertisements (ads) with varying fruit flavour features among young adults.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Methods<\/jats:title>\n                    <jats:p>US young adult (18\u201330 years) non-use group (n=1078), cigarette-only group (n=1005) and dual-use group (n=1000) participated in a web-based randomised controlled trial and viewed an ad from six conditions: (1) control condition 1: grey device, \u2018tobacco\u2019 flavour name; (2) condition 2: grey device, \u2018strawberry\u2019 flavour name; (3) condition 3: coloured (red) device, \u2018strawberry\u2019 flavour name; (4) condition 4: condition 3+\u202fstrawberry imagery; (5) condition 5: condition 4+\u202fflavour sensation claim; and (6) condition 6: condition 5+\u202fflavour choice claim. Immediately afterwards, participants reported intentions to use (and completely switch to) the advertised e-cigarette and other e-cigarette-related perceptions.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Results<\/jats:title>\n                    <jats:p>Among the dual-use group, the trial overall increased e-cigarette use intention, full-switch intention, relative use intentions (vs cigarettes and other e-cigarettes) and positive sensory appeal and use expectancy, compared with the control. Specifically, each non-control condition was associated with higher use intention; conditions 4, 5 and 6 were associated with higher switching intention; and condition 5 produced the highest use and switching intentions. Among non-use and cigarette-only groups, the trial affected sensory appeal and use expectancy.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Discussion<\/jats:title>\n                    <jats:p>e-Cigarette ads with fruit flavour features, compared with ads promoting tobacco-flavoured products, increased try-and-switch intentions among the young adult dual-use group but influenced only positive sensory and expectancy perceptions among non-use and cigarette-only groups. Policymakers should consider the impact of fruit flavour features in e-cigarette marketing on complete product switching.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1136\/tc-2025-059751","type":"journal-article","created":{"date-parts":[[2026,1,14]],"date-time":"2026-01-14T18:20:38Z","timestamp":1768414838000},"page":"tc-2025-059751","update-policy":"https:\/\/doi.org\/10.1136\/crossmarkpolicy","source":"Crossref","is-referenced-by-count":0,"title":["Examining the impact of e-cigarette advertisement exposure with fruit flavour features among US young adults of varying tobacco-use statuses"],"prefix":"10.1136","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-1797-5248","authenticated-orcid":false,"given":"Julia","family":"Chen-Sankey","sequence":"first","affiliation":[{"name":"Institute for Nicotine and Tobacco Studies, Rutgers Biomedical and Health Sciences, New Brunswick, New Jersey, USA"},{"name":"School of Public Health, Rutgers Biomedical and Health Sciences, Piscataway, New Jersey, USA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Kathryn","family":"La Capria","sequence":"additional","affiliation":[{"name":"Institute for Nicotine and Tobacco Studies, Rutgers Biomedical and Health Sciences, New Brunswick, New Jersey, USA"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"239","published-online":{"date-parts":[[2026,1,14]]},"reference":[{"key":"2026011410201910000_tc-2025-059751v1.1","unstructured":"World Health Organization . 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