Objective: The study examined the relationship between exposure to e‐cigarette advertising and e‐cigarette use by pregnancy status, including use of flavored e‐cigarette products, among women of childbearing age.

Design: A cross‐sectional, correlational design was used.

Subjects: Female current or former tobacco users in Central and Eastern Kentucky, 18–45 years old (N = 194, 52% pregnant).

Measures: Demographics, pregnancy status, cigarette and e‐cigarette use, and exposure to e‐cigarette advertising.

Results: Younger age, white non‐Hispanic race, and greater exposure to e‐cigarette advertising were associated with a higher likelihood of ever using e‐cigarettes (p < .05 for each variable). Pregnancy was not associated with ever use (p = .11). Younger age was associated with use of flavored e‐cigarettes (p = .0027). Among e‐cigarette users, those who used flavored products were more likely to have seen advertisements or information about e‐cigarettes on social media, compared to those who used unflavored e‐cigarettes only (p = .016).

Conclusion: There is a link between advertising exposure and ever use of e‐cigarettes. Pregnancy status is not significantly associated with ever use. Use of flavored e‐cigarettes is associated with younger age. E‐cigarette users with greater exposure to advertising on social media were more likely to use flavored products.

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Notes/Citation Information

Published in Public Health Nursing, v. 34, issue 5, p. 430-436.

© 2017 Wiley Periodicals, Inc.

The copyright holder has granted the permission for posting the article here.

This is the peer reviewed version of the following article: Ashford, K., Rayens, E., Wiggins, A. T., Rayens, M. K., Fallin, A., & Sayre, M. M. (2017). Advertising exposure and use of e‐cigarettes among female current and former tobacco users of childbearing age. Public Health Nursing, 34(5), 430-436, which has been published in final form at https://doi.org/10.1111/phn.12334. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions.

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This work was supported in part by National Institute on Drug Abuse at the National Institutes of Health [R01DA040694-01 to K.A.]. This project was supported by the University of Kentucky Clinical and Translational Research Center KL2RR033171 CTSA grant number NIH CTSA UL1TR000117, through use of the REDCap research project database. This work was supported in part by a Research Support Grant from the University of Kentucky Office of the Vice President for Research.