Evaluating the Impact of Vaping Facts Films on Vaping Harm Perceptions Among Young Adults in the United Kingdom (UK)

Abstract

Background: Most people in the United Kingdom (UK) mistakenly believe that vaping is equally or more harmful than smoking, and these misperceptions are becoming more widespread. Interventions are needed to correct these beliefs, as evidence clearly shows that vaping is less harmful than smoking. This study aimed to evaluate the impact of informative films on changing the harm perceptions of vaping compared to smoking among young adults aged 18-30. Methods: This was an online between-subjects experimental study conducted on the Qualtrics survey platform. A total of 593 participants were divided between the intervention group (n=279) and the control group (n=314). A survey with an embedded experiment was used with participants randomized to one of two conditions. The experimental group was exposed to one of the eight brief videos addressing vaping perceptions. The control group was exposed to a video of a similar length (1 minute) about pancakes. Before and after exposure to the videos, all participants answered questions about their perceptions of vaping and smoking. Logistic regression models were fit for each outcome to examine whether outcomes differed between conditions. A P-value less than 0.05 was considered statistically significant. Results: At baseline, 61% perceived vaping as less harmful than smoking. After exposure to a video, compared to those in the control group, participants in the intervention group had over three times the odds of perceiving vaping as less harmful than smoking (82.1% vs. 57.6%; AOR=3.69, 95% CI: 2.49-5.47, p<.001). However, there was no significant difference between conditions in perceiving that vaping is not harmful (3.2% vs. 1.6%; AOR=2.57, 95% CI: 0.78-8.52, p=.122) or the perception that vaping is addictive (0.7% vs. 1.0%; AOR=0.49, 95% CI: 0.04-6.67, p=.594). Findings were similar in unadjusted analyses. There was no significant interaction when predicting the perception that vaping is less harmful than smoking [Wald (3) =2.94, p=.401]. Conclusions: short, expert-produced informational videos effectively improved young adults' accurate perceptions of vaping and dispelled common myths. Post-intervention, participants exposed to the vaping facts videos were significantly more likely to perceive vaping as less harmful than smoking and demonstrated increased correct knowledge on various myths.