CHS Publishes on Influence of E-Cigarette and Heated Tobacco Product Ads on Consumer Behavior
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YEREVAN, Armenia — The American University of Armenia (AUA) Turpanjian College of Health Sciences (CHS) published an article in Tobacco Prevention and Cessation, an open-access, multidisciplinary, peer-reviewed journal with an impact factor of 1.8 (2023) and a citation score of 2.7 (2023), focusing on all aspects of research related to the prevention and control of tobacco use at a global level.
The article, co-authored by Zhanna Sargsyan, M.S. (MPH ’18); Varduhi Hayrumyan, M.S. (MPH ’16); Nour Alayan, R.N., Ph.D.; and Varduhi Petrosyan, M.S., Ph.D, is based on the “Smoke-free air coalitions in Armenia and Georgia project: A community randomized trial” (GATHER), implemented in partnership with Emory University, George Washington University, the RA National Institute of Health after academician S. Avdalbekyan, the National Center for Disease Control and Prevention of the Ministry of Health of Armenia, and the Georgian National Center for Disease Control and Public Health. This multi-year project was supported by the U.S. National Institutes of Health Fogarty International Center and ended in March 2023. To date, CHS has published 13 articles based on the research associated with this project.
The article, titled “Exposure to e-cigarette and heated tobacco product advertisements via digital, traditional media, and points-of-sale: An examination of associations with use intentions and
perceived risk among adults in Armenia and Georgia,” explores the influence of e-cigarette and heated tobacco product (HTP) marketing exposure on respective product use intention and risk perceptions among 1468 adults in Armenia and Georgia in 2022. The study found that e-cigarette and HTP use intentions were low and risk perceptions were high in this sample. Additionally, one-fifth reported past-month e-cigarette and HTP advertising exposure at points of sale, with lower exposure via digital media (about 12%) and traditional media (about 6%). Notably, advertising exposure, particularly through digital media and points of sale, was associated with greater intentions to use both e-cigarettes and HTPs, advertising exposure at points of sale was associated with lower risk perceptions for both e-cigarettes and HTPs, and advertising exposure via traditional media was associated with lower risk perceptions for e-cigarettes.
The study highlights that e-cigarette and HTP advertising, especially through digital media and points-of-sale, increases use intentions and lowers perceived risks among adults in Armenia and Georgia. Despite existing tobacco control laws, significant advertising exposure remains, pointing to regulatory gaps both in Armenia and Georgia. Stricter enforcement and better monitoring of advertising practices, particularly online and at points of sale, are needed. Collaboration between public health authorities, policymakers, and civil society is essential to strengthening regulations and raising awareness, particularly among youth, as these products continue to expand globally.
The AUA Turpanjian College of Health Sciences works actively to improve population health and health services in Armenia and the region through interdisciplinary education and development of health professionals to be leaders in public health, nursing, health services research and evaluation, and health care delivery and management.