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Electronic cigarette brands are increasingly using social media to advertise their products. This study examined effects of advertising message claim type (reduced risk [‘Healthier than regular cigarettes’], cessation [‘Quit smoking using e-cigarettes’] versus no message claim) and health warning labels (presence versus absence) in celebrity-endorsed Instagram e-cigarette brand advertisements. A 3 × 2 between-subjects experiment was conducted through an online questionnaire, with participants ( N  = 275) randomly assigned to 1 of 6 experimental conditions. Presence of a health warning label exerted significant main effects on attitude towards the ad, intention to use e-cigarettes, and brand attitude, and interacted with message claim type to affect these dependent measures. Health consciousness, perceived information value, and celebrity identification also significantly moderated between presence of a health warning label and attitude towards the ad, intention to use e-cigarettes, and brand attitude. Presence of health warning labels in social media-based e-cigarette ads may therefore mitigate potential effects of positive advertising claims in these ads. Implications for regulatory agencies and future research are discussed.

journal of marketing communications

Can warning labels mitigate effects of advertising message claims in celebrity-endorsed Instagram-based electronic cigarette advertisements? Influence on social media users’ E-cigarette attitudes and behavioral intentions