Examining the impact of e-cigarette advertisement exposure with fruit flavour features among US young adults of varying tobacco-use statuses

e-Cigarette ads with fruit flavour features, compared with ads promoting tobacco-flavoured products, increased try-and-switch intentions among the young adult dual-use group but influenced only positive sensory and expectancy perceptions among non-use and cigarette-only groups. Policymakers should consider the impact of fruit flavour features in e-cigarette marketing on complete product switching.