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Truth Initiative report shows e-cigarette marketing appeals to youth (Truth Initiative press release)

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On November 23, 2015, The Truth Initiative published its report entitled Vaporized:Youth and Young Adults Exposure to E-Cigarette Marketing.The report details e-cigarette advertising expenditures and awareness of these ads by youth. The report found that:

  • the industry spent $115.3 million to advertise and market e-cigarettes, which is a 52% increase from 2013 to 2014. For example, MarkTen’s e-cigarette brand advertising rose from $431,000 in 2013 to $54 million in 2014.
  • Five brands (blu, MarkTen, NJOY, Vuse and Fin) account for 95 percent of total category spend. The three brands with highest advertising expenditure in 2014 — MarkTen, blu, and Vuse — are all owned by Big Tobacco companies.

With regards to e-cigarette advertising awareness, the report found that:

  • 82% of 12-17 year olds (more than 8 of 10 teens) and 88% of 18-21 year olds (almost 9 out of 10 young adults) reported seeing an e-cigarette ad in 2015
  • Most ads being seen in retail establishments (convenience stores, supermarkets, or gas stations), followed by on television and online.

Read more about The Truth Initiative (formerly the American Legacy Foundation).

Read the November 23, 2015 Truth Initiative’s press release.