• Presentation Slides (PDF)

E-cigarette marketing and promotion have significantly contributed to the initiation and sustained use of nicotine e-cigarette products among young people, a priority population for tobacco prevention and control efforts. Gaining a deeper understanding of how specific marketing features—such as flavor descriptors and imagery, price promotions, and the use of young models—impact this group is crucial for developing effective public health policies and prevention programs. In this presentation, Dr. Chen-Sankey examines the predominant marketing themes employed by major e-cigarette brands across various channels, including social media, emails, and magazines. She shares findings from her research that analyze young adults’ visual attention to various e-cigarette marketing features, alongside their perceptions and intentions related to e-cigarette use shaped by these promotional elements. Additionally, Dr. Chen-Sankey explores how attention to and appeal of these marketing features differ between young adults who are naive to tobacco products and those who have established cigarette smoking behaviors. Finally, she discusses the broader implications of these findings, highlighting opportunities for developing impactful policies and public health interventions aimed at reducing e-cigarette-related harms among young people.