Centre for Behavioural
Research in Cancer

Responses to e-cigarette advertising

This project investigates the responses of smokers, former smokers and non-smokers to e-cigarette advertising. The first study will undertake focus groups in which participants view and then discuss e-cigarette television advertisements. The second study will be conducted with an online panel and involve 1200 respondents aged 18 to 60 years (400 smokers, 400 former smokers and 400 non-smokers) in Australia and the United States. Participants will be randomly assigned to view one of 16 advertisements, with the pool comprised of 14 e-cigarette advertisements of different types (glamorous ads, product demonstrations, narrative humorous ads, and cinematic-style advertisements) and two control ads for coffee or chocolate. The post-exposure questionnaire measures participants’ smoking behaviours and e-cigarette use, urge to smoke and try e-cigarettes, responses to the advertisements, and outcome expectancies relating to e-cigarette use and tobacco smoking. The study will inform policy deliberations on regulation of e-cigarette advertising.

CBRC staff

A/Prof Sarah Durkin, Prof Melanie Wakefield, Megan Bayly


Cancer Council Victoria


2014 - present