Youth Appeal in Tobacco Advertising: Evolving Tactics Targeting Those Under the Legal Age of Sale.

ABSTRACT:

Introduction

Youth under the legal age of sale for tobacco (18-20 years old) remain highly receptive to tobacco advertising despite existing regulations intended to prevent use. Emerging marketing tactics-such as influencer partnerships and lifestyle-oriented messaging-may increase appeal among young audiences. This study explored which advertising features are most associated with ad receptivity among this age group.

Methods

In 2023, 960 U.S. participants aged 18-20 completed an online survey assessing receptivity (liking, curiosity, interest) to cigarette and e-cigarette ads. Content analysis was used to identify potentially youth-appealing features in the ads. Content coding data and participant ratings were then merged, and mixed effects logistic regression analyses were

SUBMITTER: Frisbee S 

PROVIDER: S-EPMC12677187 | biostudies-literature | 2026

REPOSITORIES: biostudies-literature