英国青少年对全品牌、标准化包装以及电子烟液有限口味和品牌描述与尝试产品兴趣之间的关联。

Association of fully branded, standardized packaging and limited flavor and brand descriptors of e-liquids with interest in trying products among youths in Great Britain.

作者信息

Taylor Eve, Simonavičius Erikas, Nottage Matilda, McNeill Ann, Arnott Deborah, Cheeseman Hazel, Hammond David, Reid Jessica, Driezen Pete, D'Mello Kimberly, East Katherine

机构信息

Department of Behavioural Science and Health, University College London, London, UK.

Department of Addictions, Institute of Psychiatry, Psychology and Neuroscience, King's College London, London, UK.

出版信息

Addiction. 2025 Apr;120(4):620-628. doi: 10.1111/add.16763. Epub 2025 Jan 13.

DOI:10.1111/add.16763

PMID:39803698

原文链接:https://pmc.ncbi.nlm.nih.gov/articles/PMC11907326/

Abstract

BACKGROUND AND AIMS

Many vaping products feature bright colors and novel brand names and flavor descriptors, which may appeal to youth. We measured the strength of the associations between e-liquid packaging design (branded, white standardized or white standardized limiting brand and flavor descriptors) and perceived peer interest in trying the e-liquids among youth.

DESIGN

A between-subjects online experiment.

SETTING

The Action on Smoking and Health Smokefree Great Britain (GB) Youth 2021 online survey.

PARTICIPANTS

Participants included 1628 youth aged 11-18, 51.9% female, 71.8% socioeconomic status ABC1 (the three highest Market Research Society grades).

MEASUREMENTS

Participants were randomized to view a set of three images of e-liquids from one of three packaging conditions: (1) fully branded (control), (2) white standardized with usual brand names and flavor descriptors or (3) white standardized with coded brand names and limited flavor descriptors. Participants were asked which e-liquid they thought people their age would be most interested in trying and could select a product, 'none of these', or 'do not know'. Multinomial logistic regression models were used to test associations between selecting 'none of these' ('no interest') versus any product ('interest') or 'do not know' and packaging condition. Analyses were adjusted for sex, age, socioeconomic status, vaping status and smoking status.

FINDINGS

Compared with fully branded packaging (22.7%; reference category), youth had higher odds of reporting no perceived peer interest in trying e-liquids in standardized packs with brand codes and limited flavor descriptors [30.3%, adjusted odds ratio (AOR) = 2.07, 95% confidence interval (CI) = 1.53-2.79], but not standardized packs with usual descriptors (23.1%, AOR = 1.21, 95% CI = 0.89-1.65). Youth had higher odds of reporting no perceived peer interest in e-liquids in white standardized packs with brand codes and limited flavor descriptors (30.3%, AOR = 1.87, 95% CI = 1.29-2.16, P < 0.001) compared with standardized packs with usual descriptors (23.1%; reference category).

CONCLUSION

Standardized e-liquid packaging that limits flavor and brand descriptors may reduce the youth appeal of e-liquids.

摘要

背景与目的

许多电子烟产品具有鲜艳的颜色、新颖的品牌名称和口味描述，这可能会吸引年轻人。我们测量了电子烟液包装设计（品牌化、白色标准化或白色标准化且限制品牌和口味描述）与年轻人中感知到的同龄人尝试电子烟液的兴趣之间的关联强度。

设计

一项组间在线实验。

背景

无烟英国行动组织2021年青少年在线调查。

参与者

参与者包括1628名11至18岁的青少年，其中51.9%为女性，71.8%的社会经济地位为ABC1（市场研究协会的三个最高等级）。

测量方法

参与者被随机分配观看一组来自三种包装条件之一的电子烟液图片：（1）完全品牌化（对照组），（2）带有常用品牌名称和口味描述的白色标准化包装，或（3）带有编码品牌名称和有限口味描述的白色标准化包装。参与者被问及他们认为同龄人最感兴趣尝试的是哪种电子烟液，并可以选择一种产品、“都不选”或“不知道”。多项逻辑回归模型用于测试选择“都不选”（“无兴趣”）与选择任何产品（“有兴趣”）或“不知道”之间的关联以及包装条件。分析对性别、年龄、社会经济地位、电子烟使用状况和吸烟状况进行了调整。

研究结果

与完全品牌化包装（22.7%；参考类别）相比，青少年报告在带有品牌代码和有限口味描述的标准化包装中尝试电子烟液时，感知到同龄人无兴趣的几率更高[30.3%，调整后的优势比（AOR）=2.07，95%置信区间（CI）=1.53 - 2.79]，但在带有常用描述的标准化包装中则不然（23.1%，AOR = 1.21，95% CI = 0.89 - 1.65）。与带有常用描述的标准化包装（23.1%；参考类别）相比，青少年报告在带有品牌代码和有限口味描述的白色标准化包装中对电子烟液无同龄人兴趣的几率更高（30.3%，AOR = 1.87，95% CI = 1.29 - 2.16，P < 0.001）。