Understanding stakeholder responses to the electronic cigarette flavor ban in China: A news media analysis

Electronic cigarettes (e-cigarettes) have been attracting users around the world due in part to appealing flavors. Many countries and regions have now taken action to limit the sales of flavored e-cigarettes. In 2022, China implemented a flavor ban on e-cigarettes, prohibiting all but tobacco-flavor. It is important for international tobacco control efforts to understand responses to the ban by analyzing news media content.

Articles identified through keyword searches in the HuiKe newspaper database were qualitatively examined by thematic analysis, focusing on stakeholder reactions and regulatory impacts.

Using HuiKe news database and searching between May 1, 2022, and March 1, 2023, 125 news articles were identified and coded using thematic analysis to explore the main stakeholders mentioned in relation to the e-cigarette flavor ban, actions undertaken, and perceptions expressed.

Four stakeholders were identified: administrative departments, businesses, users and the public. Eight themes were developed through analysis: the purpose of the prohibition, supervision and penalties for illegal products, approaches adopted for legal sales, approaches adopted for illegal sales, shifting use habits, speculation about the impact of the prohibition, health concerns, and suggestions for reducing illegal sales.

The study revealed that enforcement of the policy is portrayed as a significant concern and that controlling the spread of illegal online sales remains a significant challenge. A comprehensive regulatory strategy to address youth e-cigarette use more effectively is urgently needed. Adaptive e-cigarettes control policy should co-evolve with ever-changing industries and markets.