E-cigarette ads with strawberry colors and names make young adults more likely to vape, study finds
NCT ID NCT06704295
First seen Jun 27, 2026 · Last updated Jun 27, 2026
Summary
This completed study looked at how certain features in e-cigarette ads—like flavor names, product colors, and images—affect young adults' interest in vaping. Over 3,000 participants aged 18-30 who either smoked cigarettes or didn't use tobacco were shown one of six different ads and then asked about their intentions to use or switch to the e-cigarette. The goal was to identify which ad features have the biggest impact on shaping perceptions and behavior.
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Study facts
What this study's own registry entry says, in plain language.
- Phase
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Not a phased trial
Phase numbers describe drug development. The registry uses this when they do not apply, as it does for trials of devices, procedures or behaviour changes, and for observational studies.
- Participants
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3,083 people
The number who actually took part.
- Started
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Dec 2024
- Finished
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Feb 2025
- Lead sponsor
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Other sponsor
The registry's catch-all category, for sponsors it does not file as a company, a government agency, or a research network.
Who can take part
This study's own entry requirements. Only the study team can say for certain whether you qualify.
- Ages
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18 to 30 years
- Sex
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Anyone
- Healthy volunteers
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Accepted
You do not need to have the condition being studied to take part.
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Copied word for word from the study's registry entry, so the wording is the study team's rather than ours.
Inclusion Criteria: * Three groups of young adult subjects will be included in the study. The first group is those who are exclusive cigarette smokers (n=1000), defined as those who have smoked at least 100 cigarettes in their lifetime and have smoked at least one cigarette in the past 30 days but have not used e-cigarettes in the past 30 days. The second group is those who are dual users of cigarettes and e-cigarettes (n=1000). Those in this group have smoked more than 100 cigarettes in their lifetime and have smoked a cigarette and also used an e-cigarette in the past 30 days. The third group is those who are non-tobacco users (n=1000), defined as those who have never used any tobacco product before or have never "regularly" used tobacco products before and are currently not using any tobacco products (in the past 30 days). Exclusion Criteria: * Any subjects not meeting the inclusion criteria will be excluded from the study. Individuals will be further excluded if they do not provide consent to participate in the study.
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Conditions
The condition(s) this trial relates to.
As listed by the trial registrant
The condition terms exactly as the trial's registrant entered them.
Contacts and locations
Locations
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Rutgers University
New Brunswick, New Jersey, 08901, United States
More trials for these conditions
Other studies related to the condition(s) this trial covers.