UK: Public health experts denounce vaping product packaging

Action on Smoking and Health (ASH) and several UK public health doctors are urging the government to ban e-cigarette manufacturers' "totally inappropriate marketing techniques" that encourage minors to vape[1].

Public health experts want e-cigarette manufacturers to be banned from marketing e-cigarettes to children, particularly by naming products after sweets and using cartoon characters on packaging. These marketing tactics are considered completely inappropriate by manufacturers, given that it is illegal to sell e-cigarettes to under-18s in the country.

Packaging and flavors, effective marketing tools for young people

In recent years, the purchase and use of e-cigarettes among youth in high-income countries has increased at an alarming rate. The appeal of e-cigarettes to youth poses a threat to public health. Among the various factors that motivate them to use these products are attractive packaging and different fruit or confectionery flavours. In addition, flavours in foods and beverages are generally perceived as safe to ingest and many young adults use e-cigarettes as a positive sensory experience to which taste contributes significantly.[2]This confirms that flavor is an important factor in the initiation and consumption of vaping products, a notion that is increasingly well documented and which is beginning to guide public health policies.[3]-[4].

For Deborah Arnott, executive director of the ASH organisation, Action on Smoking and Health: " Brands using cartoon characters, bright colours and terms such as 'gummy bears', 'cherry cola' and 'bubblegum' on their packaging are clearly appealing to younger people, and it is not clear why this would be necessary for adult smokers."

The effectiveness of plain packaging for tobacco products

Plain packaging for tobacco products is one of the measures recommended in the implementation guidelines of Article 11 of the Framework Convention on Tobacco Control (FCCLAT) of the WHO on the packaging and labelling of tobacco products and also in Article 13 relating to the prohibition of any form of advertising in favour of these products. Its objectives are numerous (increasing the visibility and effectiveness of health warnings, preventing packaging techniques that suggest that some products are less harmful than others, reducing the attractiveness of tobacco products, eliminating forms of advertising and promotion). In the United Kingdom, as in France, there is little regulation on e-cigarette packaging except for the obligation to affix a health warning on the packaging.

Only one country – Israel – has so far introduced plain packaging for e-cigarettes (device and liquids/refills). However, Denmark and the Netherlands plan to require such plain packaging for e-cigarettes in 2022.[5].

Keywords: UK, vaping, marketing, packaging, flavours, youth

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[1] Denis Campbell, Health experts call for action on e-cigarette packaging aimed at children, The Guardian, August 29, 2021, accessed September 1, 2021

[2] Huang LL, Baker HM, Meernik C, Ranney LM, Richardson A, Goldstein AO. Impact of non-menthol flavors in tobacco products on perceptions and use among youth, young adults and adults: a systematic review. Tobacco control. 2016.

[3] APA Tremblay, Beth MSN, RN; Turk, Melanie T. PhD, RN; Cooper, Maria R. PhD; Zoucha, Richard PhD, PMHCNS-BC, CTN-A, FAAN Knowledge, Attitudes, and Perceptions of Young Adults About Electronic Nicotine Delivery Systems in the United States, The Journal of Cardiovascular Nursing: July 30, 2020 doi: 10.1097/JCN.0000000000000731

[4] Pokhrel P, Little MA, Fagan P, Muranaka N, Herzog TA, Electronic cigarette use outcome expectations among college students.,Addict Behav. 2014;39(6):1062–1065.

[5] Generation Without Tobacco, Denmark: adoption of plain packaging for certain tobacco and vaping products, July 6, 2021, accessed September 1, 2021