Effect of Advertising Exposure on Responses of Young Non‐e‐Cigarette Users to Banning Flavors in China: A Cross‐Sectional Study

ABSTRACT Background E‐cigarettes, particularly those with flavors, have become increasingly popular among young people. Many countries have implemented flavor bans, though limited research has explored how non‐users react to flavor bans. This research investigates the influence of advertising exposure on changes in intention to use e‐cigarettes among young Chinese non‐users in response to a hypothetical flavor ban. Methods A probability‐based online survey conducted from September to November 2021 included 2989 participants aged 20−34. We assessed the association between advertising exposure and change in intention to use e‐cigarettes after a hypothetical flavor ban. We used propensity score weighting (PSW) to reduce potential selection bias. Results The intention to use e‐cigarettes next year among young non‐users was rated highly (3.99 out of 5 points), with the flavor ban, this intention decreased by 5.8%. Females showed a greater decline in intention than males ( p = 0.011). After adjusting for covariates, young adults with higher advertising exposure exhibited a more pronounced decline in their intention to try e‐cigarettes. The interaction between advertising exposure and sex was statistically significant (B = 0.217, p < 0.05), suggesting that females are more likely than males to initiate e‐cigarette use with increased advertising exposure. Conclusions A flavor ban may have the potential to significantly reduce young people's intention to use e‐cigarettes, particularly among females and those exposed to more advertising. These findings highlight the need for sex‐specific approaches in tobacco control policies.