Peer acceptance of vaping tied to e-cigarette initiation

Research from Truth Initiative found that young people who go on to start vaping already had elevated perceptions that their friends viewed vaping as acceptable, highlighting the role that peer acceptance plays in vaping initiation. 

The study, published in Substance Use and Misuse, surveyed young people about their perceptions of vaping and then followed up two years later to see how those perceptions changed. They found that young people who started vaping became even more entrenched in their positive views on e-cigarette use, compared to peers who did not start vaping.  While the relationship between peer pressure and smoking is well established, this research is among the first to examine peer norms and vaping on a national level.

The study adds insight into one of the many factors that may play a role in a young person’s decision to start vaping. Cheap, disposable, and flavored e-cigarettes — many of which are being sold illegally — are accessible, sweetly flavored, and stronger than ever, meaning vaping initiation can quickly lead to nicotine addiction.

Key takeaways from this study:

• Young people who went on to start vaping began with positive perceptions of vaping, including being more likely to be accepting of social e-cigarette use, to accept an e-cigarette from a friend, and to believe that many of their close friends use e-cigarettes, compared to their peers who did not go on to start vaping. They were also less likely to think that their friends disapprove of e-cigarette use. 
• Young people who began vaping developed even more positive views on vaping, showing greater increases in the same measures of e-cigarette acceptance compared to those who did not start vaping two years later.

Peer perception may influence other substance use in addition to nicotine

Findings from this study are in line with previous research finding that young people who start using e-cigarettes are more likely to mingle with peers who vape and become part of e-cigarette-friendly peer groups. Nicotine is often one of the first substances young people use and may open them up to using other substances like alcohol or cannabis.

This research may also have implications for public health messaging. Some young people turn to vaping to deal with stress and anxiety, and research has shown that mental health messaging resonates with young e-cigarette users. Similarly, this research may lead public health researchers to further explore the peer pressure factor at play and develop targeted vaping prevention campaigns in response.