E-cigarette online marketing: a content analysis of top brands in England

Exposure to electronic cigarette (EC) marketing is associated with use, particularly among youth. The EC market is diverse and rapidly evolving. In England, EC marketing is regulated by the Committee of Advertising Practice (CAP). Data on EC marketing strategies and CAP code adherence are sparse: this study provides an overview of the marketing claims used by EC brands online.

Methods: In January-February 2022, a content analysis of England’s most popular EC brand retail websites (N = 10) was conducted, utilising a codebook based on a review of existing literature and advertising regulations. Marketing claims were recorded, including claims concerning product characteristics, health, smoking cessation, social benefits, and sustainability.

Results: All ten websites were assessed to violate one or more CAP codes: many featured content which may appeal to non-smokers (70%), associations with youth culture (60%), media targeting minors (50%), or showed youth using ECs (60%). None featured medicinal claims or associations with tobacco brands, all were distinguishable from tobacco products.

Concerning other claims, all websites mentioned quality, modernity/innovation, convenience, sensory experiences, promotional offers, and ECs as an alternative to smoking. Most (90%) used claims about flavours and colours, customisability, and statements about nicotine salt content. Many (70%) referred to social benefits, personal identity, sustainability, second-hand smoke, and nicotine strength. Several (60%) used claims about fire safety and relative harm. Few websites claimed ECs are cheaper than tobacco (50%), harmless (40%), cited health professionals (40%), or featured collaborations with brands/icons (40%).

Conclusion: We found varying degrees of CAP non-compliance across the 10 websites. In addition, we identified common marketing elements (e.g. claims about customisability, modernity, personal identity, and social benefits) which are not currently regulated yet may be especially appealing to youth and non-smokers. Current regulations would benefit from being more explicit, being expanded and more thoroughly enforced.