Ireland: Vaping normalized among young adolescents

Foróige Sligo, a youth organization, in partnership with the North West Regional Drug and Alcohol Task Force (NWRDATF) commissioned a study on the use of vaping products by adolescents and young adults in counties Sligo and Leitrim in Ireland.[1]The results show that children remain highly exposed to advertising for these products and that they easily manage to obtain these products in points of sale despite the ban on sales to minors under 18 years of age.

The “What's the Panic with Vaping?” study used a mixed-methods approach to gather information on the nature and extent of vaping among children and young people from a range of stakeholders, including children, young people, educators, youth organizations, community organizations, and health organizations. A quantitative survey was conducted with 527 young people through an online self-completion process to collect demographic data, usage data, and information relating to attitudes and experiences of vaping among children and young people aged 10 to 24 years in Counties Sligo and Leitrim. This was complemented by a qualitative study with nineteen focus groups held between March and May 2023 (nine in County Sligo across four sites and 11 in County Leitrim across three sites) with the participation of 375 children and young people aged 10 to 24 years.

Fifteen semi-structured interviews were also conducted with school staff, youth workers, community workers, and health professionals.

Normalization of vaping, including among 10-12 year olds

For the study's authors, although the number of survey responses in this age group is relatively low (n=31), it is emblematic of the spread and use of vaping products even among children. When asked if they had ever vaped, 23 %s responded affirmatively.

Other evidence collected from this sample of 10- to 12-year-olds highlights the motivations they reported for using e-cigarettes. They reported a sense of “being part of a group they think is cool,” “doing what their friends do,” and they “think it makes them look older.” These perspectives suggest that children believe that belonging to a social group is a key factor in youth vaping behavior. Children also reported that e-cigarettes were “cheap to buy,” and they believed this contributed to other youth their age having easy access to vaping products.

When asked where they were primarily exposed to vaping product advertising, the majority of respondents said specialty stores (87 %), the internet (29 %), gas stations (19 %), and print media (10 %), billboards (10 %) and cinemas (10 %).

Regarding product accessibility, only 22% reported that it was not easy to circumvent age restrictions when purchasing, as Ireland prohibits the sale of these products to those under 18.

The majority of teens and young adults who vape have never smoked before

In the 13-16 age group, 361 (n=134) reported currently vaping. Half of them had never smoked before, and a third reported vaping daily.

Nearly three-quarters (73%) of this age group mentioned seeing young people their age vaping several times a week or even every day (52%).

The majority of respondents indicated that they started because they “liked the flavors” (27 %), “because their friends did it” (24 %), and “to try something new” (21 %). Only 2% of respondents indicated that they vaped to quit smoking.

Respondents in this age group who reported purchasing vaping products themselves indicated that they purchased these products from a variety of sources, including a vaping store (32 %), a local store (electronics store, grocery store, gas stations, etc.; 31 %), and from friends (29 %). 93% adolescents in this age group believe that it is easy to circumvent age restrictions on the sale of these products.

Among the factors driving consumption mentioned was the price of these products: e-cigarettes "are cheap." Flavors and the perceived ability to use vaping products in places where tobacco smoking is prohibited were also identified as key factors in the increase in e-cigarette consumption.

Among young adults, 70% of respondents aged 17 to 24 (n=125) indicated that they currently vape, including 27% daily. 51% reported having never smoked before. The majority of these (52%) obtain their supplies from vape shops. As in the 13-16 age group, vaping contributes to a carefully crafted identity and its use is equated with fashion, and the “appearance of the e-cigarette” in terms of color is considered by many female consumers as an important factor in brand choice.

The need for better regulation of vaping devices to protect young people

The study indicates that, across all age groups, there is a link between a "cool" identity and the use of vaping products. It also reveals that a significant number of adolescents and young adults have taken up vaping as a way to feel included among their peers. The young people consulted as part of the study also believe that vaping product marketing targets them directly. They find the packaging attractive, sometimes resembling toys and constituting real accessories. They also mention the wide availability of flavors, colors, and the possibility of customizing the product.

This study provides key recommendations for policymakers to curb the rising use of vaping products among Irish adolescents. According to the authors, consideration should include legislation to ban flavors and significantly increase the price of vaping products to make them less accessible to children. Further restrictions should be imposed on advertising for these products. The authors recommend aligning regulations with those for tobacco products. They also recommend disseminating consistent public health messages and conducting prevention campaigns aimed at the general public, particularly addressing the risks and consequences of vaping for young people.

©Generation Without Tobacco

AE

Keywords: Ireland, vaping, teenagers, young adults, children, e-cigarettes, flavors, advertising, lifestyle

[1] Foróige Sligo Release Vaping Research Report, published October 26, 2023, accessed November 3, 2023