Table 2.

Perceptions of e-cigarettes pre and post advertising exposure

	All participants ( n = 106)
	Before	After	Δ (95% CI)	p
Effective	3.98 (0.82)	3.94 (0.74)	− 0.04 (0.12)	0.528
Efficient	3.65 (0.92)	3.79 (0.82)	0.14 (0.12)	0.020
Safer	4.27 (0.74)	4.14 (0.64)	− 0.13 (0.10)	0.140
Harmful	2.09 (0.83)	2.25 (0.95)	0.15 (0.17)	0.105
Normalising	2.93 (0.95)	3.95 (0.95)	0.82 (0.29)	< 0.001

Effective = e-cigarettes are an effective means to help quit smoking. Efficient = e-cigarettes are more efficient that nicotine replacement therapy (e.g. patches) at quitting smoking. Safer = e-cigarettes are safer to use that conventional cigarettes. Harmful = e-cigarettes are harmful to health. Normalising = e-cigarettes are increasing the social acceptability of conventional cigarette smoking