Improving our understanding of e-cigarette and refill packaging in the UK: How is it used for product promotion and perceived by consumers, to what extent does it comply with product regulations, and could it be used to better protect consumers?

Citation

Moodie C, Jones D, Angus K, MacKintosh AM, Ford A, O’Donnell R, Hunt K, Mitchell D, Alexandrou G, Stead M, Neve K, Champion T, Froguel A & Davies A (2023) Improving our understanding of e-cigarette and refill packaging in the UK: How is it used for product promotion and perceived by consumers, to what extent does it comply with product regulations, and could it be used to better protect consumers?. Cancer Research UK. London. https://www.cancerresearchuk.org/sites/default/files/moodie_et_al._2023_improving_our_understanding_of_e-cigarette_and_refill_packaging_in_the_uk.pdf

Abstract
This study combined an evaluation of the compliance of e-cigarette products sold in the UK with focus groups to explore perceptions of e-cigarette packaging. Work package 1 involved a pack analysis to explore key packaging features of e-cigarette products on sale in the UK and their compliance to the packaging requirements specified by the UK’s Tobacco and Related Products Regulations 2016 (TRPR). Work package 2 involved focus groups to explore exposure to, and appeal of, e-cigarette packaging and perceptions of pack warnings and other packaging measures to different groups. The participants included school-aged children (11-17 year-olds), adults who do not smoke, adults who smoke and use e-cigarettes (dual users), and adults who smoke and do not use e-cigarettes. [...] Although there was limited evidence of non-compliance to TRPR regulations, this work raised some issues with the TRPR codes and accompanying guidance. The current regulations may be problematic in terms of the on-pack display of nicotine descriptors, environmental aspects of packaging, and language within flavour descriptors. Despite high adherence to the TRPR regulations on packaging, e-cigarette packaging was viewed within the focus groups as something that helped create interest in the product. Participants suggested that the appeal of disposables to young people, in particular, was related to high visibility in stores, small size (and therefore convenience and discretion), low price, simplicity of use, and lack of long-lasting odour. The messaging on e-cigarette packs was not considered to be salient or informative.