Raw scores for the smoking and e-cigarette outcome measures for the four study groups varying in the visibility (high, low) and proportion of images (high, low) to which children were exposed
| High visibility; high proportion | High visibility; low proportion | Low visibility; high proportion | Low visibility; low proportion | Total | |
| Susceptibility to smoking—yes* (n, %) | 64 (34%) | 50 (28%) | 82 (38%) | 61 (31%) | 257 (33%) |
| Susceptibility to using e-cigarettes—yes† (n, %) | 76 (36%) | 61 (31%) | 74 (34%) | 63 (30%) | 274 (33%) |
| Perceived harm of smoking—low‡ (n, %) | 72 (29%) | 69 (27%) | 54 (21%) | 42 (17%) | 237 (23%) |
| Perceived harm of e-cigarette use—low‡ (n, %) | 97 (39%) | 92 (36%) | 91 (35%) | 78 (31%) | 358 (35%) |
*Scored ≥1 total to three questions relating to their smoking susceptibility, n=781 (never smokers only).
†Scored ≥1 total to three questions relating to their susceptibility to using e-cigarettes, n=825 (never vapers only).
‡Low perceived harm includes ‘not very dangerous’ (1) and ‘slightly dangerous’ (2) responses on a 5-point scale (1=not very dangerous to 5=very dangerous) of perceived harm n=1022 (all children).