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  11. Electronic Nicotine Delivery System Advertisement Trends After Us Federal Policy Changes.
  1. Home
  3. Research Domains
  5. Human Society
  7. Policy And Administration
  9. Communications And Media Policy
  11. Electronic Nicotine Delivery System Advertisement Trends After Us Federal Policy Changes.

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Electronic Nicotine Delivery System Advertisement Trends After US Federal Policy Changes.

Rui Shi1, Amal Khayat2, Juhan Lee3

  • 1Department of Communication Studies, Ric Edelman College of Communication & Creative Arts, Rowan University, Glassboro, New Jersey.

JAMA Network Open
|February 12, 2025

View abstract on PubMed

Summary
This summary is machine-generated.

US regulations led to immediate nicotine warning compliance in electronic nicotine delivery systems (ENDS) ads. However, youth-appealing features increased, and flavor cues showed no significant change, indicating a need for ongoing monitoring.

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Area of Science:

  • Public Health
  • Marketing Regulations
  • Tobacco Control

Background:

  • The US implemented regulatory measures for electronic nicotine delivery systems (ENDS) marketing, including a nicotine warning statement requirement (effective Sept 2018), the Tobacco to 21 Act (T21, Dec 2019), and a flavor enforcement policy (Jan 2020).
  • These policies aimed to govern the sale and marketing of ENDS, particularly concerning youth access and appeal.

Purpose of the Study:

  • To assess compliance with the nicotine warning statement requirement.
  • To evaluate changes in youth-appealing features and flavor cues in ENDS advertisements following the implementation of federal tobacco policies.

Main Methods:

  • A qualitative content analysis was performed on ENDS advertisements across mobile, online display, outdoor, and print media.
  • Data included advertisements from three US ENDS brands with marketing authorization, collected from November 2015 to June 2022.
  • Advertisements were analyzed for nicotine warning statement compliance, presence of youth-appealing elements, and non-tobacco/menthol flavor cues before and after policy implementation.

    • Main Results:

    • Nicotine warning statement compliance significantly increased from 21.7% pre-policy to 96.7% post-policy.
    • Advertisements featuring youth-appealing elements rose from 20.5% before T21 to 44.8% after T21.
    • No significant difference was observed in the use of flavor cues before and after the flavor enforcement policy.

    Conclusions:

    • While regulatory measures achieved immediate compliance with nicotine warning statements, they did not significantly reduce flavor cues and were associated with an increase in youth-appealing features in ENDS advertisements.
    • Continuous monitoring of youth appeals in ENDS advertising is crucial for informing future policies and interventions to mitigate their reach and impact.