Standardized Vape Packaging Could Reduce Youth Appeal without Deterring Adults

Strategic Insights -

A new study suggests that selling e-cigarettes in plain packaging could effectively reduce youth uptake while preserving their role as a smoking cessation tool for adults. Researchers from UCL and King's College London assessed how standardized packaging and restricted flavour descriptions influenced the attractiveness of vape pods among 2,770 children and young people aged 11-18, and 3,996 adults. The study found that among children, half (53%) said their peers would be interested in trying vapes in usual packaging, but this dropped to 38% when shown vapes in standardized packs with usual flavour descriptions.

Key Takeaways:

  • Standardized packaging with usual flavour descriptions reduced youth appeal by 15 percentage points (53% to 38%), according to the study.
  • Among adults, interest in vapes remained similar whether packs were standardized in white or branded packaging.
  • The researchers found that standardised packaging did not affect how harmful adults perceived vapes to be compared with cigarettes.
  • Vape packaging and flavour regulations need to strike a delicate balance, aiming to deter young people and people who do not smoke, while avoiding discouraging people who smoke from using vaping to quit.
  • Regulating vape packaging might be helpful by reducing vaping's appeal to adolescents but not adults, according to the study.

Statistics:

  • 53% of children and young people said their peers would be interested in trying vapes in usual packaging.
  • Interest dropped to 38% when shown vapes in standardized packs with usual flavour descriptions.
  • 3,996 adults were part of the study.
  • The study involved 2,770 children and young people aged 11-18.

Sources:

  • Eve Taylor et al. (2023). Standardised packaging and flavour descriptors affect youth but not adult appeal for e-cigarettes in the UK: a comparative study of packs. Lancet Regional Health Europe.
  • Action on Smoking and Health. Available at: [web link not provided in the source material]
  • The Tobacco and Vapes Bill. Available at: [web link not provided in the source material]
  • Professor Sir Chris Whitty. Available at: [web link not provided in the source material]