A Systematic Review of E-Cigarette Marketing Communication: Messages, Communication Channels, and Strategies

Abstract

Marketing plays a key role in increasing the popularity of e-cigarettes. We conducted a systematic review of the existing literature published between 2003 and 2019 in eight databases to describe e-cigarette marketing communication messages by communication channels and marketing communication strategies. Forty-one articles were included in the analysis after screening. Ten key messages were identified. Cessation and health-related benefits (each n = 31, 75.6%) were the most reported marketing communication messages, followed by sociability/lifestyle and use experience. The Internet (n = 35, 85.4%) was the most studied communication channel compared to print, TV/movie/radio, and point-of-sales (POS)/retail stores. The most studied marketing communication strategies were advertising (n = 34, 82.9%), followed by public relations and sales promotion. Published research studies reported consistent messages about e-cigarettes across communication channels and marketing communication strategies. Claims of smoking cessation and health-related benefits were widely identified in the existing literature. While therapeutic claims are prohibited, soft sell messages, such as social appeals, for which regulatory reach may be limited, may require educational campaigns. Internet marketing has attracted much attention, with limited studies on messages in print, TV/movie/radio, and POS/retail stores. The lack of studies of direct marketing messaging indicates a big gap between industry spending and academic research; more studies of messaging utilizing this strategy are needed.

The impacts of electronic cigarette health warning labels on use intentions and perceptions: A cross-sectional study of US and Israeli adults who use tobacco

“…Last, additional population-based studies and ongoing surveillance are needed to comprehensively evaluate the impact of e-cigarette marketing on the effects of HWLs on consumer attention, perception, and use behaviors, taking into account different profiles of current tobacco use status and tobacco regulatory contexts, in order to inform global tobacco control efforts, particularly those focused on marketing restrictions and health communication. 3,40 In particular, longitudinal research should investigate whether e-cigarette HWL exposure is prospectively associated with tobacco use transition behaviors, such as experimentation, initiation, or cessation of e-cigarette use, as well as product switching and co-use, to better understand the impact of HWLs on these behaviors. 19 Despite this study's contributions, it has limitations.…”

“…The growing popularity of electronic cigarettes (e-cigarettes) has become a significant global health concern, which has been exacerbated by the aggressive advertising and promotion of these products. 1,2 Despite being marketed as a reduced harm alternative and a smoking cessation aid to combustible cigarettes, 3 e-cigarettes still carry potential health risks, including respiratory and cardiovascular diseases. 4,5 Notably, use prevalence also varies by subpopulations; for example, e-cigarette use is more prevalent among youth as well as vulnerable adult populations, such as sexual minorities, individuals with lower socio-economic status, and those with mental health conditions, raising concerns about population-level impact and related disparities.…”

Vaping Among Adolescents: An Overview of E-Cigarette Use in Middle and High School Students in India

“…The use of social media influencers, who are often popular among adolescents, to endorse e-cigarette brands can be particularly influential in shaping young people's opinions. In addition, promoting flavored e-cigarettes that appeal to young people and using bright, colorful packaging also significantly attract adolescents to e-cigarettes [ 13 , 14 ].…”

Initial evidence of the acute effect of electronic nicotine delivery system use on energy intake.

“…Whether these effects extend to other tobacco products such as electronic nicotine delivery systems (ENDS or e-cigarettes) is unknown. Nonetheless, marketing for ENDS has included weight control messages (Lyu et al, 2022), and ENDS are being used for this purpose among people who smoke cigarettes and use ENDS (Jackson et al, 2019; Piñeiro et al, 2016; Strong et al, 2015). Better understanding of the effects of ENDS on appetite and weight-related factors could inform prevention and intervention efforts and considerations for people who use ENDS, including those who use ENDS as a harm reduction or smoking cessation aid (Hartmann-Boyce et al, 2021; National Academies of Sciences, Enginering, and Medicine, 2018).…”