Affiliation:
1. Addictions Department, Institute of Psychiatry, Psychology and Neuroscience King's College London London United Kingdom
2. Department of Health Promotion, Education and Behavior, Arnold School of Public Health University of South Carolina Columbia South Carolina USA
3. School of Public Health Sciences University of Waterloo Waterloo Ontario Canada
Abstract
AbstractBackground and AimsVaping product packaging is varied and often features bright colours and novel designs, particularly among recently marketed disposable vapes. This study provides an overview of attributes found on the packaging of popular disposable vapes and e‐liquid bottles in England, Canada and the United States (US) and assesses compliance with local packaging regulations.DesignContent analysis.SettingBrick‐and‐mortar and online shops in England (London), Canada (Ontario) and the US (New Hampshire and South Carolina).Cases108 vaping products (including packaging) from 76 brands in a range of flavours and nicotine levels. Specifically, 48 disposable vapes (15 from England, 16 from Canada, 17 from the US) and 60 e‐liquid bottles (20 per country).MeasurementsTextual and graphic branding and marketing elements, independently coded by two researchers and checked by a third.FindingsCompliance with local packaging regulations varied across countries. Health warnings were present on the packaging of all but one nicotine‐containing product, although 33% of disposables and 17% of e‐liquids featuring the warning did not adhere to formatting requirements. Leaflets were seldom included with e‐liquid bottles, even in England (45%) where mandatory, and omitted elsewhere. Labelling of nicotine type and batch numbers was inconsistent. Vaping product packaging featured claims relating to sensory perceptions (41%), most often flavours, and some (32%) featured youth‐appealing content. Common graphic elements included stylised brand fonts (80%), brand logos (54%), product representations on the external packaging (47%) and abstract graphic elements (64%). Colours on packaging, disposable vapes and e‐liquid bottles were associated with product flavour.ConclusionsIn England, Canada and the United States, popular disposable vapes and e‐liquid bottles appear to have varying compliance with local packaging regulations and inconsistent labelling of nicotine and product characteristics. The use of colourful designs, evocative descriptors and appealing graphics to promote flavours underscores the need for comprehensive packaging regulations and enforcement.