Plain Packaging for Vapes Could Cut Youth Appeal: Study

Vapes should be sold in standardized, plain packaging to reduce their appeal to children and young people, a new study led by researchers at UCL and King’s College London suggests. The research found that while plain packs significantly lowered the perceived appeal of e-cigarettes among teenagers, they had a minimal effect on adults’ interest in using them as a tool to quit smoking.

The study involved 2,770 young people aged 11 to 18 and nearly 4,000 adults. Participants were shown different vape packs: usual colorful branded packs, plain white packs with usual flavor names (e.g., “blu razz”), and standardized packs with either limited flavor descriptions (“blue raspberry”) or a flavor code (“FR248”).

Among the youth questioned, 53% felt their peers would be interested in trying vapes in their usual branded packaging. This dropped to 38% when shown vapes in standardized packs. For adults, interest in trying the products remained similar regardless of whether the packs were branded or plain. The researchers concluded that standardized packaging could reduce youth interest without dissuading adult smokers or inflating misperceptions of harm.

Lead author Dr. Eve Taylor stated, “Regulating vape packaging might be helpful by reducing vaping’s appeal to adolescents but not adults. This gets us close to striking that delicate balance.” Hazel Cheeseman of Action on Smoking and Health (ASH) called the research important, urging Parliament to pass the Tobacco and Vapes Bill, which would grant ministers powers to regulate vape flavors, packaging, and display.

• News source: Call for plain packaging for vapes to reduce use by teenagers

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Matthew Ma

Marketing at Ecigator

With over a decade of experience in the e-cigarette industry, Matthew Ma is a seasoned expert in both the manufacturing and usage aspects of vaping products. His extensive background has provided him with a deep understanding of the intricacies and evolving dynamics of e-cigarettes.

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