Managing a Policy Paradox? Responses to Textual Warning Labels on E-cigarette Advertisements among U.S. National Samples of Youth Overall and Adults Who Smoke or Vape

Context: Current use and potential future uptake of e -cigarettes among youth remain public health concerns in the U.S., even as people who smoke combustible cigarettes could benefit from switching completely to e -cigarettes. The U.S. Food and Drug Administration (FDA) is considering alternative warning messages, but warnings that discourage youth from use may also deter people who smoke from switching. This study tests ten preregistered hypotheses on effects of warning messages with national samples of youth overall and adults who smoke and/or vape. Methods: NORC recruited 1639 adults (ages 18+) who smoke, vape, or use both products, from their probabilitysampled AmeriSpeak Panel and augmented their AmeriSpeak Teen Panel with Lucid's nonprobability opt -in panel to recruit 1217 youth (ages 14-17) to participate in a web -based survey experiment. We randomly assigned respondents to view one of five warning label conditions and respond to measures of their e -cigarette risk beliefs, willingness to use e -cigarettes, and (among people who smoke or vape) considerations to quit these products. Findings: Relative to the current FDA warning about nicotine, warning messages about the harms of e -cigarette use for youth brain development did not influence risk beliefs or reduce willingness to use these products among youth. Brain development warning messages did increase beliefs about these harms among adults but did not increase quit considerations among people who vape, relative to the FDA warning. Warning messages with information about chemical constituents of vaping products and the harm of these chemicals produced higher ecigarette quit considerations than did the FDA warning among adults who vape. Conclusion: Potential alternative warning label messages were largely ineffective relative to the current FDA warning about nicotine, though limited evidence suggests some potential for chemical + harm messaging to encourage people who use both e -cigarettes and cigarettes to consider quitting both.