The role of the media in shaping electronic-cigarette behaviors among Hispanic adolescents Robert A. Yockey, B.S., Ashley L. Merianos, Ph.D., CHES, Keith A. King, Ph.D., MCHES, & Rebecca A. Vidourek, Ph.D., CHES Health Promotion and Education Program, School of Human Services, University of Cincinnati Introduction Results Discussion Hispanics are one of the fastest growing populations in the US (US Census Bureau, 2015). Dearth of health research lacks in this population; interventions are needed (Prado et al., 2016). High rates of substance abuse, especially e-cigarettes (Merianos et al., 2017). Increased use of different types of social media has been associated with higher rates of substance abuse (Ohannessian et al., 2017). Additional research is needed to elucidate the link between nebulous factors related to high rates of e-cigarette use among Hispanics and different forms of media. Study purpose: This study investigated the associations between e-cigarette advertisement exposure in the media (i.e., magazines or newspaper, TV or movies, and Internet) and e-cigarette use (lifetime and current use) among a nationally representative sample of Hispanic adolescents. Sample Demographics A total of N = 5,843 (2,911 males (49.7%), 2,932 female (50.3%) Hispanic adolescents in grades 6th-12th participated. A total of 1,269 (22.8%) adolescents reported lifetime e-cigarette use, with males having higher lifetime use (p <.001). A difference was found between male and female participants based on sex (p <.001). Media Exposure and E-cigarette Use No difference was found between those who were sometimes exposed to magazines/newspapers and e-cigarette use. Those who had more exposure to certain advertisements had increased odds of lifetime e-cigarette use than those who did not. Hispanics who had more media exposure were at increased odds of lifetime and past use of e-cigarettes than those who were not exposed. Both male and female adolescents who has increased viewing different forms of media most of the times/always were at higher odds of lifetime e-cigarette use than those who did not. Prevention programs should focus on informing adolescents, primarily targeting male students, and their peers and family about media exposure and drug messages seen in particular forms of media such as newspapers and the internet. Conclusions This study should be considered when developing and implementing prevention programming. Increased viewing of particular forms of media may lead to increased odds of lifetime e-cigarette use among Hispanic populations. Strategies to prevent and reduce use may include increased monitoring of social media and other forms of media among emerging adolescents. Methods Secondary analysis of the 2014 National Youth and Tobacco Survey. Assessed current use and past 30 day use of e-cigarettes; also assessed media exposure. Logistic regression analyses measuring media exposure and participants’ e-cigarette use. IRB approval was obtained. Viewing Media and Increased Odds of E-cigarette Use References available upon request How often do you see ads for E-cigarettes when… Lifetime E-Cigarette Use   Recent E-Cigarette use Did not use (n%) Used n (%) OR (95% CI) p Did not use Reading Newspapers/Magazines Never/Rarely a 1,975 (78.4) 511 (21.6) 1.00 2,240 (89.6) 253 (10.4) Sometimes 836 (74.0) 280 (26.0) 1.21 (1.02, 1.44) .03 986 (86.4) 143 (13.6) 1.20 (0.96, 1.50) .10 Most/Always 364 (66.9) 191 (33.1) 2.03 (1.66, 2.50) <.001 440 (80.2) 121 (19.8) 2.44 (1.91, 3.11) Watching TV/Go to Movies 2,743 (80.0) 653 (20.0) 3,098 (90.8) 313 (9.2) 1,043 (74.7) 338 (25.8) 1.29 (1.10, 1.50) .001 1,227 (87.3) 165 (12.7) 1.26 (1.03, 1.55) 548 (71.6) 213 (28.4) 1.68 (1.40, 2.02) 646 (85.1) 123 (14.9) 1.94 (1.54, 2.44) Using Internet 2,717 (81.9) 565 (18.1) 3,030 (91.8) 264 (8.2) 1,131 (73.3) 387 (26.7) 1.59 (1.37, 1.85) 1,355 (87.9) 177 (12.1) 1.46 (1.19, 1.79) 467 (65.6) 255 (34.4) 2.71 (2.26, 3.25) 570 (79.5) 160 (20.5) 3.30 (2.65, 4.11)