Concept flavor names from English language ENDS advertising in the USA, 2015-2020.

Introduction: Some manufacturers of electronic nicotine delivery systems (ENDS) and liquids sell products with flavor names that use ambiguous terminology rather than explicitly characterize the product's flavor. These are often referred to as 'concept flavors'. This article presents a sample of ENDS concept flavor names to identify naming conventions the industry uses.

Methods: We reviewed 4546 English-language ENDS advertisements that ran in a variety of outlets including magazines, TV, radio, and direct-to-consumer emails, during the period 2015-2020. ENDS flavors in ads were identified and classified as 'concept' if the name contained no explicit characterizing flavor information. All concept flavor names were then reviewed by two coders to identify themes and practices used by ENDS manufacturers.

Results: The sample identified 215 unique concept flavor names. We found examples of flavor names that were suggestive of food or drink such as 'Citra Zing', as well as flavor names suggestive of sensations associated with drug use, such as 'Blurred Vision'. Some other concept flavor themes identified included the use of colors ('Red Venom'), numbers ('No 42.'), words associated with mythology ('God Nectar'), tropical imagery (Hawaiian Rainbow), and pop culture ('Miami Vice'). Some naming practices included the creation of flavor names using a portmanteau ('Grappleberry'), flavor names that used intentional misspelling or satiric misspelling, ('Gritz', and 'Cap'n Crunk'), and the use of malapropisms ('ohm sweet ohm').

Conclusions: The tobacco industry uses concept flavor names, and these names are presented in advertising in the US. This article identified themes and naming practices for concept flavors. Future work may continue to monitor the use of concept flavors and if concept flavor names are used in response to flavor restrictions. Additionally, future research may explore if concept flavors themes are associated with perceived risk, use intentions and behavior.