Exposure to e-cigarette marketing and product use among Mexican American young adults on the US-Mexico border: A pilot study

Historically, the tobacco industry has marketed directly to minority groups, which is associated with increased product use; the advent of e-cigarettes poses a new risk. The purpose of this study is to examine associations between exposure to tobacco marketing via traditional and digital marketing channels and ever use of e-cigarettes among Mexican-American young adults. Ninety-two Mexican-American young adults between 18 and 29 years of age (61% female) were recruited from the Cameron County Hispanic Cohort, a well-characterized population-based cohort on the U.S.– Mexico border. Participants reported their use of e-cigarettes and exposure to pro- and anti-media messages about these products in traditional and digital venues. Nearly one third reported ever using e-cigarettes and exposure to media overall was low. However, exposure to pro e-cigarette messages via digital sources was associated with increased odds of ever using e-cigarettes (OR: 2.86; 95% CI: 1.11–7.38). Results suggest that regulations on e-cigarette digital media may help to reduce e-cigarette use.