Background Public education exposing cigarette industry practices have been effective in changing attitudes and preventing smoking among young people. It is unclear how much young adults are aware of e-cigarette industry practices, and how this awareness relates to anti-e-cigarette attitudes. We examined demographic correlates of awareness of e-cigarette industry practices and anti-e-cigarette attitudes, and the association between awareness of these practices with anti-e-cigarette attitudes.

Methods A US sample of young adults aged 18–30 years who do not use commercial tobacco products but are susceptible to e-cigarette use were cross-sectionally surveyed through online panel services from August 2021 to January 2022. Respondents reported their demographics, awareness of cigarette industry practices, awareness of e-cigarette industry practices and their level of agreement with four anti-e-cigarette attitude statements. We used multivariable linear regressions to examine demographic associations and the relationship between awareness of e-cigarette industry practices with each anti-e-cigarette attitude, adjusting for demographics and awareness of cigarette industry practices.

Results Generally, Hispanic and Black young adults (vs White) and those with <US$75 000 annual household income (vs ≥US$75 000) knew of fewer e-cigarette industry practices. Black young adults (vs White) and those with <US$75 000 annual household income (vs ≥US$75,000) also had lower levels of agreement with anti-e-cigarette attitudes. Awareness of e-cigarette industry practices (vs awareness of zero practices) were associated with stronger agreement with each of the four anti-e-cigarette attitudes.

Discussion Public education exposing e-cigarette industry practices may promote anti-e-cigarette attitudes among susceptible young adults who do not use commercial tobacco products. Future research should investigate the utility of anti-e-cigarette industry messaging.