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The study participants consisted of 31 young people (11-17 years old) and 39 adults, across England and Scotland. Among other things, the research team examined the respondents' perceptions of current warning messages on vape packaging, while evaluating the effectiveness of alternative messages.
The study reported that while current nicotine addiction warnings increased awareness, they generally failed to capture attention or deter vaping. Participants suggested that packaging could be improved to reduce its appeal to young people and non-nicotine users. They proposed larger warnings, plain packaging, and placing warnings on the devices themselves to increase exposure.
Through focus groups, the researchers found that the respondents were sceptical of the current nicotine addiction warnings, viewing them as mere legislative formalities. Instead, they found that different warnings, particularly those highlighting relative risk-such as "Completely switching to e-cigarettes is a healthier alternative to smoking"-could effectively encourage smokers to switch. However, the participants added that such messages could possibly also entice non-nicotine users to start vaping.
The study respondents reviewed mock-up vape packaging with various alternative messages addressing harm, relative risk, toxicity, litter, and wellness. The study concluded that packaging and labelling need to be optimized in order to prevent uptake among young people and non-nicotine users, while still encouraging smokers to switch to vaping.
Coincidentally, only last week the Dutch Cabinet announced new plain packaging requirements for vaping products, to match the current ones on cigarettes, with the aim of reducing the attractiveness of the products to young people. However, the World Vapers' Alliance (WVA) has voiced significant concerns regarding this decision, arguing that it fails to recognize the crucial differences between vaping and smoking, potentially misleading consumers about the relative risks of each.
