The impact of electronic cigarette marketing on nicotine and psychoactive substance use among young people: Could restrictions on flavors and plain packaging offer an alternative?

Among teenagers and young adults, trends on social media change rapidly. However, vaping is no longer just a fad: It has become a long-term habit, with a concerning normalization of its risks. This trend is accompanied by risky practices. The use of psychoactive substances in e-liquids, as well as the rise of “Do-it-Yourself” (DIY) practices, exposes young people to mixtures of uncertain composition and without quality control. Perceived as cost-effective, these mixtures may contain toxic substances and increase the risk of poisoning and complications. Furthermore, the rise of vaping is taking place in an environment heavily influenced by digital marketing. Attractive designs, varied flavors, and visual strategies encourage initiation and reduce the perception of risks. This trivialization is also reinforced by messaging from tobacco companies, which portray vaping as less harmful. Misuses, particularly in the administration of psychoactive substances, have also been reported. Data from tobacco control policies show that packaging strongly influences behavior. By reducing product attractiveness and correcting misperceptions, plain packaging represents an effective preventive tool. In this context, extending plain packaging to vaping products, combined with the removal of sweet flavors that are particularly appealing to young people, appears to be a coherent measure to limit their initiation. Flavors play a central role in adolescents’ experimentation with and continued use of these products, by masking the irritation associated with inhalation and increasing the product’s acceptability. Furthermore, certain aromatic compounds, particularly when heated and inhaled, can generate substances that are potentially toxic to the respiratory tract. Finally, international studies show that restricting flavors is associated with reduced attractiveness and lower initiation rates among young people.