Examining how changes in provincial policy on vape marketing impacted the distribution of vaping advertisements near secondary schools in London, Ontario

Abstract

Objectives On January 1, 2020, the Government of Ontario passed a regulation banning vaping advertisements by retailers, apart from specialty shops. A motivation for this ban was to limit youth exposure to vaping advertisements. The primary goal of this research was to evaluate the impact of this ban on the number and density of vaping advertisements surrounding secondary schools. Additionally, we examined whether the number of vaping advertisements varied by school socio-demographic characteristics. Methods This study used a pre-post design. Audits were conducted December 2019 (pre-ban) and again January to February 2020 (post-ban), to identify vaping advertisements within 800 m surrounding secondary schools (n = 18) in London, Ontario. Results Prior to the ban, there were 266 vaping advertisements within 800 m of secondary schools. After the ban, this was reduced to 58, a 78.2% reduction. The mean number of vaping advertisements surrounding schools significantly decreased from 18.1 before the ban to 3.6 after the ban (p < 0.001). A significant positive correlation was found, prior to the ban, between the number of vaping advertisements surrounding schools and school-level residential instability (r = 0.42, p = 0.02). After the ban, no significant correlations were found between the number of vaping advertisements and school socio-demographic characteristics. Conclusion The provincial ban of vaping advertisements in select retail settings significantly reduced the number of vaping advertisements in the areas surrounding secondary schools in London, Ontario. The ban also reduced socio-demographic inequities in youths’ potential exposure to marketing of vaping products. Continued monitoring of the geographic accessibility and promotion of vaping products is warranted.

A systematic review for the impacts of global approaches to regulating electronic nicotine products

“…Four studies [76][77][78][79] assessed the impact of ENP advertising restrictions. After Ontario banned vape advertising by retailers, Martin et al [77] observed a 78.2% reduction of vape advertisements within 800 m of secondary schools.…”

“…Four studies [76][77][78][79] assessed the impact of ENP advertising restrictions. After Ontario banned vape advertising by retailers, Martin et al [77] observed a 78.2% reduction of vape advertisements within 800 m of secondary schools. After Poland banned all advertising, promotion and sponsorships in 2016 [78], one prepost study showed that the presence of any ENP advertising at point-of-sale significantly decreased from 92.0% in 2014 to 30.0% in 2019.…”

Correlates of Lifetime and Past Month Vape Use in a Sample of Canadian University Students

“…For example, although e-cigarettes have been commercially available in the U.S. for over a decade, it was not until May 2018 that Canada approved nicotine-containing e-cigarettes for sale or promotion. 18 As well, from 2017 to 2019, past month vape use in teenagers increased more rapidly in Canada and the U.S. than it did in Europe, and the increase in exposure to vape advertisements in retail environments since 2018 in Canada likely contributed to this increase. 19 Most recently, as of January 1, 2020, the Government of Ontario banned vape advertising by retailers (apart from vape and cannabis specialty shops) in attempt to reduce youth exposure to vape advertising.…”

“…New evidence suggests that this ban has substantially reduced vaping promotions, as well as socio-demographic inequalities in youth exposure to marketing of vape products. 18 …”