Eve Taylor, Erikas Simonavičius, Matilda Nottage, Ann McNeill, Deborah Arnott, Hazel Cheeseman, David Hammond, Jessica Reid, Pete Driezen, Kimberly D'Mello, Katherine East
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We measured the strength of the associations between e-liquid packaging design (branded, white standardized or white standardized limiting brand and flavor descriptors) and perceived peer interest in trying the e-liquids among youth.</p>\n </section>\n \n <section>\n \n <h3> Design</h3>\n \n <p>A between-subjects online experiment.</p>\n </section>\n \n <section>\n \n <h3> Setting</h3>\n \n <p>The Action on Smoking and Health Smokefree Great Britain (GB) Youth 2021 online survey.</p>\n </section>\n \n <section>\n \n <h3> Participants</h3>\n \n <p>Participants included 1628 youth aged 11–18, 51.9% female, 71.8% socioeconomic status ABC1 (the three highest Market Research Society grades).</p>\n </section>\n \n <section>\n \n <h3> Measurements</h3>\n \n <p>Participants were randomized to view a set of three images of e-liquids from one of three packaging conditions: (1) fully branded (control), (2) white standardized with usual brand names and flavor descriptors or (3) white standardized with coded brand names and limited flavor descriptors. Participants were asked which e-liquid they thought people their age would be most interested in trying and could select a product, ‘none of these’, or ‘do not know’. Multinomial logistic regression models were used to test associations between selecting ‘none of these’ (‘no interest’) versus any product (‘interest’) or ‘do not know’ and packaging condition. Analyses were adjusted for sex, age, socioeconomic status, vaping status and smoking status.</p>\n </section>\n \n <section>\n \n <h3> Findings</h3>\n \n <p>Compared with fully branded packaging (22.7%; reference category), youth had higher odds of reporting no perceived peer interest in trying e-liquids in standardized packs with brand codes and limited flavor descriptors [30.3%, adjusted odds ratio (AOR) = 2.07, 95% confidence interval (CI) = 1.53–2.79], but not standardized packs with usual descriptors (23.1%, AOR = 1.21, 95% CI = 0.89–1.65). 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引用次数: 0
摘要
背景和目的：许多电子烟产品以鲜艳的颜色和新颖的品牌名称和口味描述为特色，可能会吸引年轻人。我们测量了电子液体包装设计（品牌、白色标准化或白色标准化限制品牌和风味描述符）与年轻人对尝试电子液体的感知兴趣之间的关联强度。设计：受试者之间的在线实验。背景：吸烟行动和健康无烟英国（GB）青年2021在线调查。参与者：参与者包括1628名11-18岁的青年，51.9%为女性，71.8%为社会经济地位ABC1（三个最高的市场研究协会等级）。测量：参与者被随机分配从三种包装条件之一查看一组三张电子液体图像：(1)完全品牌（对照），(2)带有通常品牌名称和风味描述符的白色标准化，或(3)带有编码品牌名称和有限风味描述符的白色标准化。参与者被问及他们认为他们这个年龄的人最有兴趣尝试哪种电子烟油，并可以选择一种产品，“这些都没有”或“不知道”。多项逻辑回归模型用于测试选择“这些都没有”（“没有兴趣”）与任何产品（“感兴趣”）或“不知道”和包装条件之间的关联。分析根据性别、年龄、社会经济地位、吸电子烟状况和吸烟状况进行了调整。结果：与全品牌包装相比(22.7%；参考类别)，年轻人报告没有感知到同伴对尝试带有品牌代码和有限风味描述符的标准化包装的电子烟液体感兴趣的几率更高[30.3%，调整优势比(AOR) = 2.07, 95%置信区间(CI) = 1.53-2.79]，但没有使用常规描述符的标准化包装（23.1%,AOR = 1.21, 95% CI = 0.89-1.65）。年轻人报告认为同龄人对带有品牌代码和有限风味描述符的白色标准化包装的电子烟液不感兴趣的几率更高（30.3%,AOR = 1.87, 95% CI = 1.29-2.16， P）。结论：限制风味和品牌描述符的标准化电子烟液包装可能会降低年轻人对电子烟液的吸引力。
Association of fully branded, standardized packaging and limited flavor and brand descriptors of e-liquids with interest in trying products among youths in Great Britain
Background and aims
Many vaping products feature bright colors and novel brand names and flavor descriptors, which may appeal to youth. We measured the strength of the associations between e-liquid packaging design (branded, white standardized or white standardized limiting brand and flavor descriptors) and perceived peer interest in trying the e-liquids among youth.
Design
A between-subjects online experiment.
Setting
The Action on Smoking and Health Smokefree Great Britain (GB) Youth 2021 online survey.
Participants
Participants included 1628 youth aged 11–18, 51.9% female, 71.8% socioeconomic status ABC1 (the three highest Market Research Society grades).
Measurements
Participants were randomized to view a set of three images of e-liquids from one of three packaging conditions: (1) fully branded (control), (2) white standardized with usual brand names and flavor descriptors or (3) white standardized with coded brand names and limited flavor descriptors. Participants were asked which e-liquid they thought people their age would be most interested in trying and could select a product, ‘none of these’, or ‘do not know’. Multinomial logistic regression models were used to test associations between selecting ‘none of these’ (‘no interest’) versus any product (‘interest’) or ‘do not know’ and packaging condition. Analyses were adjusted for sex, age, socioeconomic status, vaping status and smoking status.
Findings
Compared with fully branded packaging (22.7%; reference category), youth had higher odds of reporting no perceived peer interest in trying e-liquids in standardized packs with brand codes and limited flavor descriptors [30.3%, adjusted odds ratio (AOR) = 2.07, 95% confidence interval (CI) = 1.53–2.79], but not standardized packs with usual descriptors (23.1%, AOR = 1.21, 95% CI = 0.89–1.65). Youth had higher odds of reporting no perceived peer interest in e-liquids in white standardized packs with brand codes and limited flavor descriptors (30.3%, AOR = 1.87, 95% CI = 1.29–2.16, P < 0.001) compared with standardized packs with usual descriptors (23.1%; reference category).
Conclusion
Standardized e-liquid packaging that limits flavor and brand descriptors may reduce the youth appeal of e-liquids.
期刊介绍：
Addiction publishes peer-reviewed research reports on pharmacological and behavioural addictions, bringing together research conducted within many different disciplines.
Its goal is to serve international and interdisciplinary scientific and clinical communication, to strengthen links between science and policy, and to stimulate and enhance the quality of debate. We seek submissions that are not only technically competent but are also original and contain information or ideas of fresh interest to our international readership. We seek to serve low- and middle-income (LAMI) countries as well as more economically developed countries.
Addiction’s scope spans human experimental, epidemiological, social science, historical, clinical and policy research relating to addiction, primarily but not exclusively in the areas of psychoactive substance use and/or gambling. In addition to original research, the journal features editorials, commentaries, reviews, letters, and book reviews.
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