Marketing claims on the websites of leading e-cigarette brands in England.

ABSTRACT:

Introduction

Exposure to electronic cigarette (EC) marketing is associated with EC use, particularly among youth. In England, the Tobacco and Related Products Regulations and Committee of Advertising Practice (CAP) regulate EC marketing to reduce appeal to youth; however, there are little published data on EC marketing claims used online. This study therefore provides an overview of marketing claims present on the websites of EC brands popular in England.

Methods

From January to February 2022, a content analysis of 10 of England's most popular EC brand websites was conducted, including violation of CAP codes.

Results

Of the 10 websites, all presented ECs as an alternative to smoking, 8 as a smoking cessation aid and 6 as less harmful than smoking. Four websites presen

SUBMITTER: Nottage MK 

PROVIDER: S-EPMC11877088 | biostudies-literature | 2025 Jan

REPOSITORIES: biostudies-literature