Online retail promotion of e‐cigarettes in New Zealand: A content analysis of e‐cigarette retailers in a regulatory void

Abstract

In New Zealand [NZ], electronic-cigarettes [e-cigarettes] are available at specialist e-cigarette stores, traditional tobacco retailers and through online stores. Online sales data are not readily available in NZ 1 ; however, other high-income countries highlight the significance of online retailing. For example, the United States reports that internet sales of e-cigarettes account for 30% of total sales. 2 It is expected that online sales have increased during the COVID-19, as many physical retail outlets were closed. Online promotion transcends national boundaries of legal jurisdiction, making this mode of marketing the most penetrating and engaging.

Marketing claims, promotional strategies, and product information on Malaysian e-cigarette retailer websites - a systematic content analysis

“…Nevertheless, despite the evidence of short-term effects of e-cigarette use their long-term health impacts are not known. Celebrity endorsements were reported in previous studies [14,16], presence of doctors [14] and cartoon pictures [17].…”

“…In addition, the claims about affordability, convenience, are aimed to encourage uptake of e-cigarette by the non-smoking youth and young adults by making ecigarette appear as healthier, less risky, and socially appealing. Therefore, websites mostly did not have strict checks to prevent access to minors as in previous studies about e-cigarette websites [17]. Review of published research has shown that most of the YouTube and Instagram have content that promotes ecigarette use but seldom not contain age and/or health warnings [25].…”

“…The perceptions of non-smokers about e-cigarette uptake are often in uenced by the messages displayed about e-cigarette by the manufacturer or retailer websites [13]. Therefore, it is important to examine the claims or propositions either implied or overt [14][15][16][17] made by the retailers. E-cigarette manufacturers have also been very versatile by introducing designs and avors of e-cigarettes to improve their attractiveness, appeal, and uptake [18].…”

“…E-cigarette manufacturers have also been very versatile by introducing designs and avors of e-cigarettes to improve their attractiveness, appeal, and uptake [18]. Previous research on online media has reported such information relevant to local as well as global context [14][15][16][17]. Studies of online media have also identi ed about the extent of compliance with the existing regulations for marketing and sales [19,20].…”

Use of supporting evidence by health and industry organisations in the consultation on e-cigarette regulations in New Zealand

“…The industry group also drew on more tobacco industry-funded sources, consistent with previous research findings [ 19 , 20 ]. Whilst smaller e-cigarette companies in this study provided a small portion of supporting evidence compared to tobacco companies, research demonstrates that e-cigarette retailers in NZ regularly present scientific claims in promotional material [ 21 ] and therefore should have this data available to cite.…”