Impact of e-cigarette retail displays on attitudes to smoking and vaping in children: An online experimental study

This between-subjects randomised experiment estimated the impact of e-cigarette retail display exposure on smoking and vaping attitudes. Participants were 1,034 UK children aged 13-17 years who viewed 12 images of retail displays that contained e-cigarette displays or unrelated products. E-cigarette display images were either high or low visibility, based on a conspicuousness score. Participants were randomised to one of four groups: 1) 75% e-cigarettes images, high visibility; 2) 25% e-cigarettes, high visibility; 3) 75% e-cigarettes, low visibility; 4) 25% e-cigarettes, low visibility. The primary outcome was susceptibility to smoking. Secondary outcomes were susceptibility to using e-cigarettes, and perceptions of smoking and e-cigarette harm.