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Cartoon Images on E-juice Labels: A Descriptive Analysis.

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Nearly 20% of e-juice products feature cartoons on their labels, a concerning trend given the history of cartoon marketing in tobacco. This prevalence suggests a need for regulations on e-cigarette packaging to protect public health.

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Area of Science:

  • Public Health
  • Tobacco Control
  • Consumer Product Safety

Background:

  • Previous research identified cartoons in electronic cigarette (e-cigarette) advertisements and social media.
  • However, analysis of cartoons on e-juice labels specifically was lacking.

Purpose of the Study:

  • To analyze the prevalence and types of cartoons present on e-juice labels.
  • To inform policy regarding e-cigarette packaging.

Main Methods:

  • Two researchers independently analyzed e-juice labels from eliquid.com.
  • Cartoons were categorized based on the Master Settlement Agreement definition.

Main Results:

  • 19% of 7,135 e-juice products (1,359 products from 311 brands) featured cartoons.
  • Comically exaggerated people were the most common cartoon type (58%), followed by anthropomorphic creatures (18%).

Conclusions:

  • The high prevalence of cartoons on e-juice labels is noteworthy, echoing past marketing successes like Joe Camel.
  • This widespread use necessitates policy interventions to prohibit cartoon imagery in e-cigarette packaging.