E-Cigarettes & Global Health: A Comparative Study of E-Cigarettes Marketing & Users’ Experiences in the U.S. and Thailand

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  In Refereed Roundtable (90 minute): Table 9

Abstract

This research explores the global health implications of e-cigarette use through a comparative study of e-cigarette marketing and user experiences in the United States and Thailand. As e-cigarettes rapidly gain popularity, surpassing traditional tobacco products, this study investigates how marketing strategies in high-income countries (HICs) like the U.S. contrast with those in low-middle-income countries (LMICs) such as Thailand. Drawing on data from public health reports, government regulations, industry marketing materials, academic literature, and social media analysis, the study evaluates the impact of marketing on different demographic groups, particularly focusing on age, gender, socioeconomic factors, and the social determinants influencing e-cigarette use. The research reveals that social media and digital platforms are the dominant marketing tools in both countries, although regulatory frameworks differ significantly. In the U.S., minimal regulation has led to a surge in youth usage, with companies targeting adolescents through influencer marketing and appealing product designs. In Thailand, despite a ban on e-cigarettes, online and offline marketing persists, with vendors increasingly using social media and local shops to reach young people. While most people regard e-cigarettes as a U.S.-specific problem, this research breaks down this stereotype and concludes that both HICs and LMICs are affected by this new trend. This research also highlights the critical need for cross-cultural research and policy development to address the growing e-cigarette epidemic and its potential health impacts. Hence, this study underscores the importance of comprehensive global strategies to manage the public health challenges posed by e-cigarettes in both developed and developing nations.

Author

• Ruhao Pang, Johns Hopkins University