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| Meta Title | Vaping in a heavily regulated setting: cross-sectional survey of e-cigarette use, perceptions and social media exposure |
| Meta Description | Even in a heavily regulated environment such as Singapore's, people appear to be exposed to vaping-related content on social media platforms and this exposure is, in turn, associated with more positive perceptions of vaping, but not e-cigarette ever use. |
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Background:
Singapore has completely banned e-cigarettes and the government's cautious stance against vaping has been consistent. Despite this, vaping appears to have gained popularity in Singapore, especially among younger people. With the heavy marketing of vaping products on social media, it is possible that such marketing, due to its cross-border nature, is reaching younger Singaporeans and driving changes in vaping-related perceptions or behaviours. This study examines their exposure to vaping-related content on social media, and whether such exposure is associated with more positive perceptions of vaping or e-cigarette ever use.
Methods:
Analysis of cross-sectional survey data of 550 adult (age 21-40 years) Singaporeans recruited via convenience methods in May 2022, using descriptive statistics, bivariate analyses, and multiple linear and logistic regression models.
Results:
16.9% of participants reported they had ever used e-cigarettes. 18.5% of those who used social media recalled seeing vaping-related content on a social media platform in the past 6 months, mostly from influencers or friends, and on Instagram, Facebook, TikTok and/or YouTube. Reporting exposure to such content was not associated with e-cigarette ever use. It was associated with having a more positive overall perception of vaping (β=1.47; 95% CI: 0.17 to 2.78), although no significant difference was observed when examining only health-related perceptions.
Conclusion:
Even in a heavily regulated environment such as Singapore's, people appear to be exposed to vaping-related content on social media platforms and this exposure is, in turn, associated with more positive perceptions of vaping, but not e-cigarette ever use.
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| Markdown | # Vaping in a heavily regulated setting: cross-sectional survey of e-cigarette use, perceptions and social media exposure
Tob Control. 2024 Mar 19;33(e1):e11-e17. doi: 10.1136/tc-2022-057805.
### Authors
[Lionel Ng](https://pubmed.ncbi.nlm.nih.gov/?term=Ng+L&cauthor_id=36813571) [1](https://pubmed.ncbi.nlm.nih.gov/36813571/#affiliation-1 "Saw Swee Hock School of Public Health, National University of Singapore, Singapore.") , [Xian Yi Ng](https://pubmed.ncbi.nlm.nih.gov/?term=Ng+XY&cauthor_id=36813571) [1](https://pubmed.ncbi.nlm.nih.gov/36813571/#affiliation-1 "Saw Swee Hock School of Public Health, National University of Singapore, Singapore.") , [Yvette van der Eijk](https://pubmed.ncbi.nlm.nih.gov/?term=van+der+Eijk+Y&cauthor_id=36813571) [2](https://pubmed.ncbi.nlm.nih.gov/36813571/#affiliation-2 "Saw Swee Hock School of Public Health, National University of Singapore, Singapore yvette.eijk@nus.edu.sg.")
### Affiliations
- 1 Saw Swee Hock School of Public Health, National University of Singapore, Singapore.
- 2 Saw Swee Hock School of Public Health, National University of Singapore, Singapore yvette.eijk@nus.edu.sg.
- PMID: [36813571](https://pubmed.ncbi.nlm.nih.gov/36813571/)
- DOI: [10\.1136/tc-2022-057805](https://doi.org/10.1136/tc-2022-057805)
## Abstract
**Background:** Singapore has completely banned e-cigarettes and the government's cautious stance against vaping has been consistent. Despite this, vaping appears to have gained popularity in Singapore, especially among younger people. With the heavy marketing of vaping products on social media, it is possible that such marketing, due to its cross-border nature, is reaching younger Singaporeans and driving changes in vaping-related perceptions or behaviours. This study examines their exposure to vaping-related content on social media, and whether such exposure is associated with more positive perceptions of vaping or e-cigarette ever use.
**Methods:** Analysis of cross-sectional survey data of 550 adult (age 21-40 years) Singaporeans recruited via convenience methods in May 2022, using descriptive statistics, bivariate analyses, and multiple linear and logistic regression models.
**Results:** 16.9% of participants reported they had ever used e-cigarettes. 18.5% of those who used social media recalled seeing vaping-related content on a social media platform in the past 6 months, mostly from influencers or friends, and on Instagram, Facebook, TikTok and/or YouTube. Reporting exposure to such content was not associated with e-cigarette ever use. It was associated with having a more positive overall perception of vaping (β=1.47; 95% CI: 0.17 to 2.78), although no significant difference was observed when examining only health-related perceptions.
**Conclusion:** Even in a heavily regulated environment such as Singapore's, people appear to be exposed to vaping-related content on social media platforms and this exposure is, in turn, associated with more positive perceptions of vaping, but not e-cigarette ever use.
**Keywords:** Advertising and Promotion; Electronic nicotine delivery devices; Harm Reduction; Priority/special populations; Social marketing.
© Author(s) (or their employer(s)) 2024. No commercial re-use. See rights and permissions. Published by BMJ.
## MeSH terms
- Adult
- Cross-Sectional Studies
- Electronic Nicotine Delivery Systems\*
- Humans
- Media Exposure
- Social Media\*
- Southeast Asian People\*
- Vaping\*
- Young Adult
## Supplementary concepts
- Singaporean people |
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