Youth Appeal in Tobacco Advertising: A Closer Look at What Resonates With Young Adults Ages 18–20

Tobacco companies invest heavily in marketing, which significantly impacts youth tobacco use through advertising receptivity. Despite policies restricting tobacco marketing to youth under age 21, many adolescents and young adults nonetheless report finding tobacco marketing appealing. This analysis aimed to identify which advertising strategies most appeal to young adults ages 18–20. In 2021, 740 U.S. participants aged 18–20 completed an online survey evaluating 78 cigarette and 84 e-cigarette ads. Participants viewed and reported their level of receptivity (liking, curiosity, and interest in the product). 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 used to assess the relationship between ad features and participant receptivity. Among e-cigarette ads, presence of social media engagement requests was associated with increased liking and curiosity. Presence of flavors and claims that the product was easy to use were associated with increased curiosity. Among cigarette ads, socialization themes were associated with increased liking and curiosity, while the presence of sweepstakes was associated with increased curiosity and use interest. This study identified several features of cigarette and e-cigarette ads, respectively associated with increased receptivity among young adults ages 18–20. These findings suggest the need for broader regulations on tobacco advertising beyond traditional youth appeal markers.