Are Americans concerned about minors being exposed to e-cigarette advertising?

Tobacco advertisements on television have been banned in the US since 1971. However, there is a debate in the US over whether minors are being appealed to by e-cigarette brands offering fruit and other flavored cartridges. This is indicated by a recent surge in sales according to the FTC’s report.

Using data from a new YouGov RealTime survey, we look at how concerned Americans are about the current state of e-cigarette advertising towards minors.

Around a third of Americans (30%) are ‘very concerned’ about e-cigarette ads towards children and underage teenagers. Nearly a quarter (23%) of the overall population say they are ‘somewhat concerned’.

Meanwhile, two in ten Americans say they are ‘not at all concerned’ (19%) and 16% say they are ‘not very concerned’.

Breaking down the data by age reveals that older Americans are more likely to be ‘very concerned’ about advertising that spills onto the radar of minors – 35% of 55+ say so. Over a quarter of 18 to 24-year-olds (27%) are ‘somewhat concerned’, outpacing the overall population who say the same (23%).

Those between 35 and 54 years old are most likely to say they are ‘not at all concerned’ (21%) with e-cigarettes being advertised to minors, the highest across age-groups.

Compared to American men, women are significantly more concerned about e-cigarette advertising towards minors. Over a third of women pick ‘very concerned’ (33%), while only around a quarter of men (26%) voice similar concerns.

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Methodology: YouGov RealTime Omnibus provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online between July 21-25,2022, with a nationally representative sample of 1,348 US adults aged 18 and older. Data figures have been weighted to be nationally representative. Learn more about YouGov RealTime Omnibus.