Youth Appeal in Tobacco Advertising: Evolving Tactics Targeting Those Under the Legal Age of Sale

Youth under the legal age of sale for tobacco (18-20 years old) remain highly receptive to tobacco advertising despite existing regulations intended to prevent use. Emerging marketing tactics-such as influencer partnerships and lifestyle-oriented messaging-may increase appeal among young audiences. This study explored which advertising features are most associated with ad receptivity among this age group. In 2023, 960 U.S. participants aged 18-20 completed an online survey assessing receptivity (liking, curiosity, interest) to cigarette and e-cigarette ads. 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 youth receptivity. Influencer and celebrity endorsements, rebellious themes, and youth restriction messaging were significantly associated with increased ad liking and curiosity, especially for e-cigarettes. Cigarette ads featuring flavors and celebrity endorsements also showed higher receptivity. Interestingly, youth restriction messages-often intended to deter-were linked to increased interest, potentially due to perceived exclusivity. Flavors wereassociated with appeal for cigarettes, potentially reflecting changing norms in product marketing. Contemporary tobacco ads use both traditional and emerging tactics that appeal to young people. Features like influencer marketing and youth restriction messaging contribute to youth receptivity, highlighting gaps in current advertising regulations. These findings support the need to expand definitions of "youth appeal" and adapt policies to address the evolving nature of tobacco marketing.