Improving our understanding of e-cigarette and refill packaging in the UK (E-PACKS): How is it used for product promotion, how is it perceived by consumers, and could it be changed to discourage youth while encouraging adult smokers to quit?

Background: There is limited research on e-cigarette packaging and labelling, particularly in comparison to cigarettes.

Few studies have explored how e-cigarette packaging is being used by manufacturers to promote these products, whether the product information on packs complies with current regulations, and consumer perceptions of the warnings and messaging on e-cigarette packs.

Aims: The project aim is to determine whether further regulations on e-cigarette packaging are needed in the UK and, if this appears to be the case, provide recommendations to help the UK Government in developing guidelines that help make e-cigarette packaging more appealing to smokers and less appealing to young people and non-smokers.

Methods: Two studies will be conducted.

The first will be a systematic analysis of e-cigarette packs currently on sale in the UK to document the types of pack design and promotional features used and to assess whether the packaging of e-cigarettes and refills in the UK complies with current regulations.

The second study will involve sixteen focus groups in England and Scotland to explore how young people (11-17-year olds) and adults (non-smokers, smokers who do not use e-cigarettes, and smokers who do use e-cigarettes) view e-cigarette packaging, including flavour descriptors and health messaging, and their views on alternative health messages and possible further regulations on e-cigarette packaging.

What value will the programme of work deliver?

The work will help improve our knowledge of e-cigarette and refill packaging in the UK, including how is it used for product promotion and perceived by consumers.

It will also allow an understanding of whether the pack could be used to promote healthier choices among smokers while protecting non-smokers.