Table 4.

Correlates of perceived target audience for vaping ads, 2017 ITC youth survey

				“Thinking about the ads you’ve seen for e-cigarettes, would you say they are meant for…”
	Smokers (n=9,048)			Non-smokers (n=9,043)			Vapers (n=9,049)			Non-vapers (n=9,042)
	%_ves	AOR	95% CI	%_ves	AOR	95% CI	%_ves	AOR	95% CI	%_ves	AOR	95% CI
Country^*
US	87%^¶		Ref	41%^¶		Ref	81%^†¶		Ref	56%		Ref
Canada	85%^§	0.91	0.75 - 1.09	38%^§	0.88	0.77 - 1.00	74%^†	0.7	0.60 - 0.82	56%	0.95	0.83 - 1.08
England Age	89%^¶§	1.31	1.09 - 1.58	31%^¶§	0.67	0.59 - 0.75	76%^¶	0.74	0.64 - 0.86	58%	1.05	0.93 - 1.19
Age
16	86%		Ref	36%		Ref	77%		Ref	56%		Ref
17	87%	1.07	0.85 - 1.34	37%	1.07	0.91 - 1.26	77%	1.07	0.88 - 1.29	58%	1.07	0.92 - 1.26
18	88%	1.18	0.95 - 1.47	37%	1.09	0.93 - 1.28	77%	1.05	0.87 - 1.25	55%	1	0.86 - 1.16
19	86%	1.01	0.79 - 1.28	37%	1.08	0.91 - 1.27	77%	0.98	0.81 - 1.19	58%	1.12	0.95 - 1.31
Sex
Male	86%		Ref	37%		Ref	75%		Ref	56%		Ref
Race/Ethnicity	88%	1.31	1.12 - 1.54	36%	0.96	0.86 - 1.08	80%	1.38	1.22 - 1.57	57%	1.03	0.92 - 1.15
Female
White (only)	88%		Ref	36%		Ref	78%		Ref	57%		Ref
Other/Mixed	86%	0.87	0.74 - 1.03	39%	1.09	0.97 - 1.22	75%	0.84	0.74 - 0.96	57%	1.01	0.90 - 1.13
Not stated	74%	0.43	0.23 - 0.79	37%	1.05	0.63 - 1.75	59%	0.44	0.26 - 0.75	56%	0.99	0.60 - 1.64
User categories^Ω
Never users	87%		Ref	37%		Ref	76%		Ref	57%		Ref
Ever users	88%	1.14	0.95 - 1.37	38%	1.02	0.90 - 1.15	80%	1.25	1.09 - 1.45	56%	0.95	0.84 - 1.07
Exclusive vaper	90%	1.42	0.99 - 2.03	43%	1.19	0.93 - 1.53	82%	1.38	1.00 - 1.89	59%	1.04	0.81 - 1.34
Exclusive smoker	87%	0.93	0.68 - 1.29	28%	0.65	0.50 - 0.83	74%	0.91	0.71 - 1.17	55%	0.88	0.71 - 1.10
Dual user	86%	0.86	0.61 - 1.22	35%	0.84	0.65 - 1.10	81%	1.29	0.94 - 1.77	53%	0.82	0.64 - 1.05

Note: Those who responded “don’t know” were treated as “no.” AOR=Adjusted odds ratio. Statistically significant values (at p<0.05) are in bold.

^†

Significant difference between US and Canada samples;

^¶

Significant difference between US and England samples;

^§

Significant difference between Canada and England samples in the logistic regression models adjusted for all covariates listed in the table, weights and Bonferroni’s correction (p<0.05).

England and the US had less restrictive regulatory policies around nicotine vaping products (NVPs) than Canada, which prohibited sales and marketing of NVPs but had weak enforcement at the time of data collection. England bans NVP ads that target children and endorses NVP use for smoking cessation.

^Ω

Never users are those who never tried smoking or vaping products. Ever users are those tried smoking or vaping products but did not smoke or use vaping products in past 30 days.