A study published in medical journal Jama Network has researched the association between standardised vape packaging and interest in trying e-cigarette products among samples of young people and adults in the UK.

The study surveyed 2,469 youths (aged 11-18 years) and 12,046 adults (aged over 18 years) from the UK.

It reports that youths had higher odds of reporting no interest in trying e-cigarettes in standardised green packaging than e-cigarettes in branded packaging. However, adults had lower odds of reporting no interest in trying e-cigarettes in standardised green packaging than e-cigarettes in branded packaging.

This suggests that standardised packaging measures may reduce the appeal of e-cigarettes among youths without reducing their appeal among adults trying to quit smoking.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData

According to the study, e-cigarette packaging influences the appeal of vaping products to youth and adult smokers. Packaging for such products varies substantially, with several brands featuring vibrant colours.

It also confirms that while the UK introduced packaging regulations for tobacco cigarettes in 2016, e-cigarette regulations do not mandate standardised packaging. The study highlights this, alongside a “recent increase in the use of disposable vaping products among youths younger than 18 years in the UK.”

The research concludes with a statement of support for reducing brand imagery on e-cigarette products in the UK.

This has already been achieved in Canada, which passed legislation to regulate logos on vape packaging in 2018.