The research, published in JAMA Network Open, is the first major study into how packaging effects appeal of vaping to teenagers as well as adults, and suggests that regulating packaging could be an effective means of stopping young people from using vapes without lessening the appeal of vaping to adults who smoke.
2,469 teenagers aged 11-18 and 12,026 adults aged 18 and over were randomly assigned to view a set of three vape products from one of three packaging conditions – fully branded packs (acting as the control), standardised white packaging with brand name, and standardised green packaging with brand name. They were then asked which of the products would be of most interest to try.
Researchers found that those in the teenage group were more likely to report that their peers would have no interest in vapes when marketed in standardized packaging. This was in contrast to the adult group, whose interest in using vapes was not reduced by the standardisation of packaging.