- 16
- Apr
- 2024
Read time: 4 mins
Based on Electronic cigarette social norms among adolescents in New South Wales, Australia, from Amelia Yazidjoglou, Christina Watts, Grace Joshy, Emily Banks, and Becky Freeman, published April 2024.
While vaping is increasing amongst adolescents, studies show that over two thirds of 12- to 17-year-olds have never tried it. Yet most adolescents perceive vaping or e-cigarette use as widespread and normal, and abstinence is seen as atypical. Users often cite these perceptions when they’re asked to explain their behaviour.
Read time: 4 mins
Based on Electronic cigarette social norms among adolescents in New South Wales, Australia, from Amelia Yazidjoglou, Christina Watts, Grace Joshy, Emily Banks, and Becky Freeman, published April 2024.
1
Although over two thirds of teenagers have never tried vaping or e-cigarettes, peer use is perceived to be common and widespread among teenagers, with many respondents saying something like ‘everyone is doing it’.
2
Perceived widespread use and an internal desire to fit in – rather than overt peer-pressure – were reported as drivers for e-cigarette use.
3
Policies that reshape adolescent attitudes and perceptions to e-cigarettes will be vital to prevention efforts.
Perceptions around e-cigarette availability and social acceptability influence e-cigarette use. Understanding adolescent perceptions is critical to developing effective tobacco and e-cigarette control activities, an ANU-led, Australian-first study has shown.
The study used data from the Generation Vape project, led by the Cancer Council NSW and the University of Sydney, and analysed interviews from 46 adolescents aged 14 to 17 living in New South Wales.
Although over two thirds of Australian adolescents have never used e-cigarettes, many participants believed that most, or even ‘everyone’, was using e-cigarettes, and use was seen as normal to the extent that abstinence was viewed as atypical. Perceived widespread use served as social proof justifying and validating their use of e-cigarettes.
One participant expressed disbelief that individuals would choose not to partake.
“I was just like well everyone around me does. Like, did you not expect me to do it once?” – E-cigarette user, female, 14-15 years.
To another, use was inextricably linked to a ‘normal’ teenager’s identity.
“If you’re not [vaping]… it’s kind of like a little bit like you’re not like a normal teenager.” – E-cigarette user, female, 16-17 years.
E-cigarette use was driven by an internal desire to fit in rather than external ‘peer pressure’ – where peers are directly encouraging them to vape.
“They put the pressure on themselves to be like ‘oh if I don’t do this… they’re gonna not be friends with me”. – Non-e-cigarette user, male, 16-17 years.
Overall, the way adolescents describe e-cigarette use among peers is positive, and norms were influenced by exposure to e-cigarette promotion and marketing, and use in public spaces. These exposures give the impression that peer e-cigarette use is more common, more normal, and more socially acceptable than in realty.
The idea of e-cigarettes as common or ‘normal’ behaviour among teenagers needs to be challenged and reshaped by limiting exposure to e-cigarette marketing and use in public spaces. Restricting e-cigarette access can dispel the myth of near-universal use and frame adolescent use as socially unacceptable.
Generation Vape is the leading Australian study to survey teenagers about their experiences and perceptions of vapes. It is led by Cancer Council NSW in partnership with the Daffodil Centre and the University of Sydney, and funded by the Australian Government Department of Health, the NSW Ministry of Health, Cancer Institute NSW and Minderoo Foundation.
“The idea of e-cigarettes as common or 'normal' behaviour among teenagers needs to be challenged and reshaped by limiting exposure to e-cigarette marketing and use in public spaces. Restricting e-cigarette access can dispel the myth of near-universal use and frame adolescent use as socially unacceptable.”
