United States: Easy accessibility for minors to vaping products online

A study published in the journal Tobacco Control[1] analyzed the marketing of about twenty websites selling vaping products in California. The results show that the vast majority of websites are accessible to minors and do not indicate any warning mentioning the ban on sales to minors. The study also shows that advertising arguments are very oriented towards the availability of flavors while these have been banned in California. Promotional offers and the argument of the health benefits of vaping are also highlighted.

For the authors of the study, these results should alert the Californian public authorities so that they strengthen the regulations in force concerning vaping devices as well as their application, particularly in terms of accessibility of these products to minors.

Vaping products very easily accessible to minors

Websites selling vaping products are required to indicate that these products are prohibited for minors. However, only 7.7 % of the websites studied indicated that the products were not intended for minors. In addition, none of the websites analyzed had implemented a reinforced age control at the entrance to the site. Only self-declared boxes to be checked indicating the majority were required; this type of device is very easily circumvented. The results also revealed that most of the sites studied allowed users to sign up for electronic newsletters without any age verification. The authors indicate that previous research has shown that simply signing up for electronic newsletters on tobacco and nicotine products is associated with a greater propensity to use these products among young non-users. The ease with which minors can access websites, view promotional content and sign up for newsletters without age verification should prompt state and local governments to address the issue, the authors say.

An argument around risk reduction and numerous promotional offers

To understand how the websites of vaping brands and sellers market their products, the researchers coded the presence of about ten marketing themes. The arguments around the reduction of risks/benefits of vaping on health, the possibility of consuming the product in places where tobacco consumption is prohibited, the advantages of vaping on the environment, the association of vaping with a particular lifestyle (sociability, sport, etc.), the availability of flavors or the economic advantages associated with promotional offers were distinguished.

Among the sites studied, 56% offered sales/discounts/coupons and 6 out of 10 sites offered free delivery. "Loyalty" programs and discounts or points schemes are present on 26.9 % of the sites. Promotional offers are particularly attractive to young people who are sensitive to the price argument.

50% of the websites had marketing themes related to the physical health benefits of vaping and 20% of the websites had marketing themes related to the mental health benefits of vaping. Marketing themes related to the ability to consume these products anywhere were present on 27% of the websites, and environmental themes were present on 27% of the websites as well. The association of vaping with a certain lifestyle was promoted on 23% of the sites.

35% of the sites analyzed made no reference to the addictive nature of nicotine and had no health warnings on this subject.

Flavor ban not respected

A recent law banned the sale in California of most flavored tobacco and nicotine products (except some cigars and hookah tobacco)[2] to reduce youth use. Vape manufacturers then began using non-characteristic flavor names (i.e., concept flavors) to evade regulation. These new flavors include vague and non-characteristic descriptions, such as “Marigold” or “Sunset Lava.” The current study found that these concept flavors were present on nearly 70 % websites. The study also found that flavored disposable e-cigarettes were the most common and were offered in a wide variety of flavors.

Keywords: United States, California, vaping, digital marketing, website, website, flavors, minors

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[1] Donaldson SI, Beard T, Dormanesh A, et al Monitoring website marketing among leading e-cigarette brands and vendors in California: content analysis Tobacco Control Published Online First: 29 August 2023. doi: 10.1136/tc-2023-058000

[2] Generation without tobacco, California: Voters approve law banning flavored tobacco and vaping products, published on November 15, 2022, consulted on September 6, 2023