The effect of standardised packaging and limited flavour descriptors of vape pods among adults and youth in Great Britain: a cross-sectional between-subjects experimental study
Abstract
Summary Background Vape packaging often includes colourful designs and conceptual flavour names, which appeal to youth. We examined the impact of standardised vape packaging and flavour names on appeal to youth and adults. Methods This cross-sectional (between-subjects) experimental study used data from the 2024 Action on Smoking and Health Youth (n = 2,770, aged 11–18), and a 2024 Prolific Academic (n = 3,947, aged 18+), surveys. Participants were randomised to one condition from: (1) branded packs (control), (2) standardised white with usual descriptors (e.g., blu razz) (3) standardised white with limited flavour descriptors (e.g., blueberry and raspberry), and among adults only (4) standardised white with coded flavour descriptors (e.g., FR248). Youth reported perceived peer interest in trying the products, adults reported their own interest and perceived harm relative to cigarettes. Logistic regression examined associations between packaging and interest or harm perceptions, adjusting for demographics. Findings Differences between packaging types were small in percentage terms, but some reached significance. Youth reported higher odds of no perceived peer interest in trying vapes in standardised packs (31.5% (n = 292/927); aOR = 1.85 [95%CI = 1.47–2.32], p < 0.001), and standardised packs with limited flavour descriptors (27.2% (n = 252/927); 1.50 [1.19–1.90], p < 0.001), vs. branded packs (24.0% (220/916)). Adults reported higher odds of no interest in trying…
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