Marketing claims on the websites of leading e-cigarette brands in England

Matilda Kim Nottage; Eve Violet Taylor; David Hammond; Erikas Simonavicius; Ann McNeill; Deborah Arnott; Katherine East

doi:10.1136/tc-2023-057934

Marketing claims on the websites of leading e-cigarette brands in England

Matilda Kim Nottage, Eve Violet Taylor, David Hammond, Erikas Simonavicius, Ann McNeill, Deborah Arnott, Katherine East

Research output: Contribution to journal › Article › peer-review

Abstract

Introduction: Exposure to electronic cigarette (EC) marketing is associated with EC use, particularly among youth. In England, the Tobacco and Related Products Regulations and Committee of Advertising Practice (CAP) regulate EC marketing to reduce appeal to youth; however, there are little published data on EC marketing claims used online. This study therefore provides an overview of marketing claims present on the websites of EC brands popular in England. Methods: From January to February 2022, a content analysis of 10 of England's most popular EC brand websites was conducted, including violation of CAP codes. Results: Of the 10 websites, all presented ECs as an alternative to smoking, 8 as a smoking cessation aid and 6 as less harmful than smoking. Four websites presented ECs as risk-free. All mentioned product quality, modernity, convenience, sensory experiences and vendor promotions. Nine featured claims about flavours, colours, customisability and nicotine salts. Seven featured claims concerning social benefits, personal identity, sustainability, secondhand smoke and nicotine strength. Six featured claims about fire safety. Some claimed ECs are cheaper than tobacco (n=5), cited health professionals (n=4) or featured collaborations with brands/icons (n=4). All were assessed by the research team to violate one or more CAP code(s) by featuring medicinal claims (n=8), contents which may appeal to non-smokers (n=7), associations with youth culture (n=6), depictions of youth using ECs (n=6) or media targeting youth (n=5). Conclusion: Among 10 top EC brand websites in England, marketing elements that might appeal to youth were commonly identified and CAP code compliance was low.

Original language	English
Article number	tc-2023-057934
Journal	Tobacco Control
Early online date	4 Jul 2023
DOIs	https://doi.org/10.1136/tc-2023-057934
Publication status	E-pub ahead of print - 4 Jul 2023

Access to Document

10.1136/tc-2023-057934Licence: CC BY

Cite this

@article{8e73ba7f8d9b4119a98fdbc6995f9654,

title = "Marketing claims on the websites of leading e-cigarette brands in England",

abstract = "Introduction: Exposure to electronic cigarette (EC) marketing is associated with EC use, particularly among youth. In England, the Tobacco and Related Products Regulations and Committee of Advertising Practice (CAP) regulate EC marketing to reduce appeal to youth; however, there are little published data on EC marketing claims used online. This study therefore provides an overview of marketing claims present on the websites of EC brands popular in England. Methods: From January to February 2022, a content analysis of 10 of England's most popular EC brand websites was conducted, including violation of CAP codes. Results: Of the 10 websites, all presented ECs as an alternative to smoking, 8 as a smoking cessation aid and 6 as less harmful than smoking. Four websites presented ECs as risk-free. All mentioned product quality, modernity, convenience, sensory experiences and vendor promotions. Nine featured claims about flavours, colours, customisability and nicotine salts. Seven featured claims concerning social benefits, personal identity, sustainability, secondhand smoke and nicotine strength. Six featured claims about fire safety. Some claimed ECs are cheaper than tobacco (n=5), cited health professionals (n=4) or featured collaborations with brands/icons (n=4). All were assessed by the research team to violate one or more CAP code(s) by featuring medicinal claims (n=8), contents which may appeal to non-smokers (n=7), associations with youth culture (n=6), depictions of youth using ECs (n=6) or media targeting youth (n=5). Conclusion: Among 10 top EC brand websites in England, marketing elements that might appeal to youth were commonly identified and CAP code compliance was low.",

author = "Nottage, {Matilda Kim} and Taylor, {Eve Violet} and David Hammond and Erikas Simonavicius and Ann McNeill and Deborah Arnott and Katherine East",

note = "Funding Information: This project was funded by Cancer Research UK (PPRCTAGPJT\100008). KE is the recipient of fellowship funding from the UK Society for the Study of Addiction (SSA). EVT is funded by the National Institute for Health and Care Research (NIHR) Health Protection Research Unit in Environmental Exposures and Health, a partnership between the UK Health Security Agency and Imperial College London. Publisher Copyright: {\textcopyright} Author(s) (or their employer(s)) 2023. Re-use permitted under CC BY. Published by BMJ.",

year = "2023",

month = jul,

day = "4",

doi = "10.1136/tc-2023-057934",

language = "English",

journal = "Tobacco Control",

issn = "0964-4563",

publisher = "BMJ Publishing Group",

}

TY - JOUR

T1 - Marketing claims on the websites of leading e-cigarette brands in England

AU - Nottage, Matilda Kim

AU - Taylor, Eve Violet

AU - Hammond, David

AU - Simonavicius, Erikas

AU - McNeill, Ann

AU - Arnott, Deborah

AU - East, Katherine

N1 - Funding Information: This project was funded by Cancer Research UK (PPRCTAGPJT\100008). KE is the recipient of fellowship funding from the UK Society for the Study of Addiction (SSA). EVT is funded by the National Institute for Health and Care Research (NIHR) Health Protection Research Unit in Environmental Exposures and Health, a partnership between the UK Health Security Agency and Imperial College London. Publisher Copyright: © Author(s) (or their employer(s)) 2023. Re-use permitted under CC BY. Published by BMJ.

PY - 2023/7/4

Y1 - 2023/7/4

N2 - Introduction: Exposure to electronic cigarette (EC) marketing is associated with EC use, particularly among youth. In England, the Tobacco and Related Products Regulations and Committee of Advertising Practice (CAP) regulate EC marketing to reduce appeal to youth; however, there are little published data on EC marketing claims used online. This study therefore provides an overview of marketing claims present on the websites of EC brands popular in England. Methods: From January to February 2022, a content analysis of 10 of England's most popular EC brand websites was conducted, including violation of CAP codes. Results: Of the 10 websites, all presented ECs as an alternative to smoking, 8 as a smoking cessation aid and 6 as less harmful than smoking. Four websites presented ECs as risk-free. All mentioned product quality, modernity, convenience, sensory experiences and vendor promotions. Nine featured claims about flavours, colours, customisability and nicotine salts. Seven featured claims concerning social benefits, personal identity, sustainability, secondhand smoke and nicotine strength. Six featured claims about fire safety. Some claimed ECs are cheaper than tobacco (n=5), cited health professionals (n=4) or featured collaborations with brands/icons (n=4). All were assessed by the research team to violate one or more CAP code(s) by featuring medicinal claims (n=8), contents which may appeal to non-smokers (n=7), associations with youth culture (n=6), depictions of youth using ECs (n=6) or media targeting youth (n=5). Conclusion: Among 10 top EC brand websites in England, marketing elements that might appeal to youth were commonly identified and CAP code compliance was low.

AB - Introduction: Exposure to electronic cigarette (EC) marketing is associated with EC use, particularly among youth. In England, the Tobacco and Related Products Regulations and Committee of Advertising Practice (CAP) regulate EC marketing to reduce appeal to youth; however, there are little published data on EC marketing claims used online. This study therefore provides an overview of marketing claims present on the websites of EC brands popular in England. Methods: From January to February 2022, a content analysis of 10 of England's most popular EC brand websites was conducted, including violation of CAP codes. Results: Of the 10 websites, all presented ECs as an alternative to smoking, 8 as a smoking cessation aid and 6 as less harmful than smoking. Four websites presented ECs as risk-free. All mentioned product quality, modernity, convenience, sensory experiences and vendor promotions. Nine featured claims about flavours, colours, customisability and nicotine salts. Seven featured claims concerning social benefits, personal identity, sustainability, secondhand smoke and nicotine strength. Six featured claims about fire safety. Some claimed ECs are cheaper than tobacco (n=5), cited health professionals (n=4) or featured collaborations with brands/icons (n=4). All were assessed by the research team to violate one or more CAP code(s) by featuring medicinal claims (n=8), contents which may appeal to non-smokers (n=7), associations with youth culture (n=6), depictions of youth using ECs (n=6) or media targeting youth (n=5). Conclusion: Among 10 top EC brand websites in England, marketing elements that might appeal to youth were commonly identified and CAP code compliance was low.

UR - http://www.scopus.com/inward/record.url?scp=85165156399&partnerID=8YFLogxK

U2 - 10.1136/tc-2023-057934

DO - 10.1136/tc-2023-057934

M3 - Article

SN - 0964-4563

JO - Tobacco Control

JF - Tobacco Control

M1 - tc-2023-057934

ER -

Marketing claims on the websites of leading e-cigarette brands in England

Abstract

Access to Document

Other files and links

Fingerprint

Cite this