School of Population Health, University of Auckland, Auckland, New Zealand.
School of Public Health, The University of Sydney, Sydney, NSW, Australia.
Health Promot J Austr. 2022 Jan;33(1):91-98. doi: 10.1002/hpja.464. Epub 2021 Feb 22.
This study explores online e-cigarette retailer marketing in the absence of regulations.
New Zealand-based online e-cigarette retailer websites were identified using a keyword search. Ten New Zealand-based retailer websites were selected based on top results from Google. The four leading tobacco companies operating in New Zealand were also included. A content analysis of the online marketplace was performed.
Price was variable, with disposable devices sold from as little as $9.99 (NZD). Online e-cigarette retailers frequently presented health (79%) and smoking cessation (71%) messages. Nicotine addiction warnings were explicit in less than half of retailer sites (43%) and only 29% of retailers stated that the use of devices may pose health risks. Marketing techniques with potential youth appeal included sweet flavours (80%) and cartoon characters on e-liquid products (20%). Only one retailer had an age verification procedure to purchase a product.
The findings suggest that online marketing is likely to appeal to young people despite industry assurances that e-cigarettes are only promoted to adult smokers who want to quit. Regulations for online retailers are urgently needed. SO WHAT?: This study adds to the surveillance research on the online marketing of e-cigarette retailers. Study findings may help inform future decisions on the regulation of e-cigarette marketing in New Zealand.
本研究探讨了在没有法规的情况下，在线电子烟零售商的营销情况。
使用关键词搜索，确定了新西兰的在线电子烟零售商网站。根据谷歌的搜索结果，选择了 10 家新西兰零售商网站。同时也包括了在新西兰运营的四家主要烟草公司。对在线市场进行了内容分析。
价格多变，一次性设备的售价低至 9.99 新西兰元（NZD）。在线电子烟零售商经常发布健康（79%）和戒烟（71%）信息。不到一半的零售商网站（43%）明确警告尼古丁成瘾的风险，只有 29%的零售商表示，使用这些设备可能会带来健康风险。具有潜在吸引力的营销手段包括甜味（80%）和电子烟液产品上的卡通人物（20%）。只有一家零售商有购买产品的年龄验证程序。
调查结果表明，尽管行业保证电子烟只针对希望戒烟的成年吸烟者进行推广，但在线营销可能会吸引年轻人。迫切需要对在线零售商进行监管。
本研究增加了对电子烟零售商在线营销的监测研究。研究结果可能有助于为未来新西兰电子烟营销监管做出决策提供信息。
