Teenage perceptions of electronic cigarettes in Scottish tobacco-education school interventions: co-production and innovative engagement through a pop-up radio project

Abstract

This was a qualitative study in one region, and perception of e-cigarettes was not an a priori topic. However, it provides insights into youth perceptions of e-cigarettes. How they discerned e-cigarettes reflects their marketing environment. The relative harmlessness of nicotine, affordability of e-cigarettes, coolness of vaping, absence of second-hand harms and availability of innovative products are all key marketing features. Conflicting messages on safety, efficacy, potential 'gateway' to smoking and nicotine may be contributing to teenagers' confusion. The allure of 'youthful cool' to vaping offers no public health gain, so children should be protected from misleading promotion. Consistent tobacco-education initiatives need to account for this popular trend.

Overview of Electronic Nicotine Delivery Systems: A Systematic Review

“…192–194,214,288,325–327,332,335,336,338,353,354,361,369,372,374,382,384,389,390,446,448,449,453–457,461–464,467,471–474,476,477,484,485,488,490,492,493,495,502,503 In the U.S. and Great Britain, this belief has eroded over time with more individuals mistakenly believing ENDS are as harmful or more harmful that cigarettes. 391,414 Studies suggest that ENDS are also perceived as less addictive than cigarettes, 367,375,403,446 tools that may help users reduce or quit smoking, 320,327,330,338,357,374,448,453,455,458,461,464,467,481,483,485,486,488,493,495,499 less expensive than cigarettes, 335,338,447,455,456,472,499 and more convenient or easier to use than cigarettes.…”

“…699 Individuals aware of ENDS report the most common product exposures are through in-person communications, by seeing them at the point of sale, and through online and TV advertisements. 324,357,395,471,475,717–719,735,742 Conventions provide manufacturers an opportunity to promote and introduce new products through free samples, celebrity appearances, and branded merchandise giveaways. 732,746 ENDS are promoted heavily online 451,695 through ENDS company–sponsored advertisements 697 and users’ social media profiles, 424 with occurrences on YouTube 690,697,706,707,710,722,731,739 and Twitter.…”

“…44,398,424,438,471,472,696,701,704,715,729,730,756–774 The ENDS market is expanding 701,756 and accessible to consumers through internet vendors 472,729,769,771 and in most tobacco outlets. 472,704,729,730,758,759 Field observations of tobacco retail outlets have found that more than half of tobacco retailers sell ENDS.…”

Perceptions and Experiences with Flavored Non-Menthol Tobacco Products: A Systematic Review of Qualitative Studies

“…Six studies examined flavors in e-cigarettes, e-hookahs, e-shisha, and vape pens (hereafter referred to as e-cigarettes) [22,28,29,30,31,32]. All studies discussed how flavors contributed to the appeal of e-cigarettes.…”

“…In three studies with young adults and adolescents from the U.S. and Scotland, participants mentioned how flavors contributed to their initiation, experimentation, and/or continued use of e-cigarettes or other tobacco products [28,30,32]. Young adult users of hookah in the UK described the belief that use of e-cigarettes (especially tobacco flavored) could lead to use of other tobacco products, stating, “Non-smokers could then be encouraged to smoke and try tobacco, like actual cigarettes and tobacco flavored shisha” [22].…”