Vape Advertising Exposure, Product Attitudes and Behavioural Intentions Among Young Australians: A Cross‐Sectional Study

INTRODUCTION: E-cigarette (vape) use among young people has increased, partly driven by pervasive and aggressive product advertising. Although evidence from the US and UK shows associations between advertising exposure and positive vaping perceptions, little is known about young Australians' experiences. This study explored vape advertisement exposure among young Australians and its association with vaping perceptions and behavioural intentions. METHODS: Data were drawn from a 2024 online survey of 729 Victorians aged 15-29 years who did not report current vaping. The survey assessed frequency of exposure to vape advertising, perceptions of vaping and intentions to vape. Logistic and linear regressions tested associations between advertisement exposure, perceptions and intentions to vape. RESULTS: Two-thirds of respondents (67%) reported exposure to vape advertisements, most commonly via social media (39%) and vape stores and tobacconists (26%). Advertisement exposure was significantly associated with lower perceived fun (β = -4.94, p = 0.025) and popularity (β = -5.73, p = 0.001), but not harm (β = -0.40, p = 0.724). Those exposed had 42% lower odds of intending to vape compared with unexposed respondents (AOR = 0.58, 95% CI 0.38-0.89, p = 0.012). DISCUSSION AND CONCLUSIONS: Contrary to findings from less regulated settings, advertisement exposure was linked to reduced social appeal and lower intention to vape among young Australians. These results may reflect scepticism during a period of regulatory change and anti-vaping discourse and highlight the importance of monitoring how evolving policies and media environments shape youth perceptions.