Additional information:Use policyThe full-text may be used and/or reproduced, and given to third parties in any format or medium, without prior permission or charge, for personal research or study, educational, or not-for-prot purposes provided that:• a full bibliographic reference is made to the original source • a link is made to the metadata record in DRO • the full-text is not changed in any way The full-text must not be sold in any format or medium without the formal permission of the copyright holders.Please consult the full DRO policy for further details. Aims: From an academic discourse explaining trends in drug-related attitudes and behaviours, 'normalisation' now also encompasses public health policy advocating 'denormalisation' of smoking. This study explored young people's attitudes and behaviours to cigarettes and ecigarettes to ascertain whether a process of 'renormalisation' was underway. Methods: A six-month multi-method study was conducted in NW England. Data collection in AprilJuly 2014 included a convenience sample survey of 233 students; secondary analysis of a 3,500 respondent survey; stakeholder interviews; participant observation sessions; focus groups; and participatory research events with over 100 students. Findings: Young people used e-cigarettes primarily for flavour combinations and to perform 'tricks'; with the public performance of 'vaping' valued as an indicator of experienced use.Smoking cessation and nicotine consumption were less important motivations. When comparing e-cigarettes with eight indicators of normalisation -additionally, legal status and risk perceptionthere were indications of a growing cultural accommodation of 'vaping'.
Conclusion:The changing landscape of nicotine and non nicotine products challenges traditional conceptualisations of 'smoking' and 'non-smoking' and problematises the notion of linear processes of normalisation in respect not just of young people's tobacco and nicotine use, but more generally, of delivery systems and the drugs dispensed within them, suggesting marketplacedifferentiated normalisation.