Abstract
Introduction: Youth use of electronic cigarettes (e-cigarettes) is rising globally and is associated with health harms. Flavor descriptions on e-liquid packaging may contribute to the appeal of e-cigarettes among youth. This study compared subjective ratings of e-liquid packaging flavor descriptions among nonsmoking and non-vaping UK adolescents. Aims and Methods: This was an online observational study in a UK sample of nonsmoking and non-vaping adolescents aged 11–17 years. The primary analyses compared flavored versus unflavored descriptions and the secondary analyses compared sweet flavor versus fruit flavor descriptions. Outcomes were packaging appraisal, packaging receptivity, perceived harm, and perceived audience. Results: The survey was completed by 120 participants (74% female). Packaging appraisal ratings were higher for e-liquids with flavored descriptions than unflavored descriptions (mean difference 5.9, 95% CI: 4.2 to 7.6, p < .001). Similarly, packaging receptivity ratings were higher for e-liquids with flavored descriptions than unflavored descriptions (mean difference 4.2, 95% CI: 2.8 to 5.6, p < .001). Participants also perceived e-liquids with flavored (vs. unflavored) descriptions as less “grown-up” (mean difference −5.2, 95% CI: −7.3 to −3.1, p < .001). However, ratings of perceived harm were similar for flavored and unflavored descriptions (mean difference −1.0, 95% CI: −2.6 to .5, p = .189). Conclusions: Although this study found differences in subjective ratings of e-liquids with flavored and unflavored descriptions, nonsmoking and non-vaping UK adolescents generally had low appraisal and receptivity for e-liquids and they perceived them as being “grown-up” and harmful.
| Original language | English |
|---|---|
| Pages (from-to) | 1141-1149 |
| Number of pages | 9 |
| Journal | Nicotine and Tobacco Research |
| Volume | 26 |
| Issue number | 9 |
| Early online date | 12 Mar 2024 |
| DOIs | |
| Publication status | Published - 1 Sept 2024 |
Data Availability Statement
Study data, analysis code, and associated documents are publicly available at the University of Bristol data repository(doi:10.5523/bris.qmqm15cey1ef27u3szoujxt5x).
Acknowledgements
We are very grateful to all the young people who participated in this study, and to their parents/guardians who facilitated this. We thank all the schools, colleges, academies, and other organizations (including charities, local authorities, and university groups) who supported participant recruitment and promoted the study. We thank Martin Dockrell for his feedback on the study protocol and his help with participant recruitment. We also thank Megan Parry for helping to create the e-liquid stimuli and survey.ASJC Scopus subject areas
- General Medicine