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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.

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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.

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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.