Perceptions of prevention and cessation ads among US youth who use multiple tobacco products: A qualitative study.

ABSTRACT:

Background

Around 30% of youth who use tobacco use multiple tobacco products (MTPs), yet little research has evaluated campaign ads to address youth MTP use. We qualitatively examined how youth who use MTPs perceive tobacco prevention and cessation ads.

Methods

Between February 2023 and January 2024, we held seven virtual focus groups with 30 US youth (ages 14-20 years) who reported using both e-cigarettes and a combustible tobacco product in the past 30 days. Participants were shown five tobacco prevention and cessation ads that addressed single and multiple tobacco products. Participants were asked about their reactions to the ads, including whether they were effective or relatable, and suggested changes to the ads. We performed a thematic content analysis.

Results

SUBMITTER: Clark SA 

PROVIDER: S-EPMC12548632 | biostudies-literature | 2025 Sep

REPOSITORIES: biostudies-literature