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  1. Advancing Regulatory Science

Understanding How Flavors and Nicotine are Used in Electronic Nicotine Delivery Systems Advertising (Phases 1 and 2)

CERSI Collaborator:  Ryan David Kennedy, PhD; Meghan B Moran, PhD; Lauren Czaplicki, PhD; Kevin Welding, PhD

FDA Collaborators:  Dannielle Kelley, PhD; Sarah Trigger, MPH; Michael Sawdey, PhD; Martha Engstrom, MS; Izabella Zandberg, PhD; Jonathan Kwan, MS;

Project Start Date: September 15, 2017
Expected Project End Date: August 29, 2025

Regulatory Science Challenge

An FDA Center for Tobacco Products research priority is to understand how tobacco industry marketing strategies, including advertising and digital media, influence susceptibility to tobacco product use and transitions from experimentation to regular use.

Project Description and Goals

The goal of this study was to compile an inventory of ENDS advertisements and review their content to gain insight into product features (i.e., flavors, nicotine content) highlighted to consumers or possible consumers. In addition, researchers assessed whether and how the FDA-mandated nicotine addictiveness warning was included on ENDS packages and in advertisements.

In accordance with the CERSI Research Impact Metrics, this study developed a specific surveillance strategy for ENDS advertisements that can inform regulatory decision-making, thereby advancing public health.

This research project comprised two phases. Phase 1 ran from September 15, 2017 to November 30, 2018 and analyzed U.S. media advertisement content and associated audiences for e-cigarette products to determine how flavors are portrayed and which sub-populations are seeing which flavored products. Phase 2, which is an extension of Phase 1, began on March 1, 2020 and is ongoing. Phase 2 is examining how ENDS design features (e.g., flavors) are presented in advertising content, as well as how nicotine and its concentration/volume/mass and type (e.g., nicotine, nicotine salts) are depicted/communicated. Researchers purchased ENDS advertisements and associated spend data (i.e., cost per ad) from a media tracking service. The sample included ENDS ads from magazines (consumer and business-to-business), newspapers, radio, television, out-of-home (e.g., billboards, point-of-sale), and electronic media (e.g., direct-to-consumer emails, online displays, banner ads). Researchers coded the written and visual content for features, focusing on flavors and nicotine; they also coded the ads for the prevalence and content of health warnings. Results across all ad years of both phases (2015-2020) were combined. Researchers analyzed flavor and nicotine content by advertisement medium over time, flavor and nicotine content by medium audience, and marketing investments by manufacturer, brand, advertising medium, and products (including flavor and nicotine features). Researchers also assessed the presence and content of health warnings required in ENDS advertisements. Study findings may inform future regulatory activities related to ENDS marketing.

Research Outcomes/Results
Manuscripts Published
  • Welding K, Marynak KL, Trigger S, Kelley D, Jewler L, Kennedy RD. ENDS advertising expenditures in English language media in the USA, 2015-2020. Tobacco Control 2023 Dec 13;33(1):122-125.
  • Marynak K, Welding K, Kelley D, Trigger S, Moran MB, Kennedy RD. Electronic nicotine delivery system advertising in business‐to‐business publications, United States, 2015–2020. Drug and Alcohol Review. 2023 Feb;42(2):262-267.
  • Czaplicki, L., Marynak, K., Kelley, D., Moran, M.B., Trigger, S. and Kennedy, R.D., 2022. Presence of nicotine warning statement on US electronic nicotine delivery systems (ENDS) advertisements 6 months before and after the August 10, 2018 effective date. Nicotine & Tobacco Research. 2022 Nov; 24(11):1720-1726.
  • Kennedy RD, Moran M, Czaplicki L, Handy J, Welding K, Kelley D. Nicotine-related content in English language ENDS advertisements in the US: 2018-2020. Preventive Medicine. 2023 Jun:171:107513.
  • Moran MB, Czaplicki L, Tadesse L, Handy J, Welding K, Kelley D, Kennedy RD. Presence of flavoured electronic nicotine delivery system (ENDS) products in US ENDS advertisements, 2015–2020: a content analysis. BMJ Open. 2023 Jun 29;13(6):e070212.
  • Czaplicki L, Duren M, Kelley D, Moran MB, Welding K, Kennedy RD. Flavored electronic nicotine delivery systems ads (2019-2020) on traditional US media by audience demographics. Preventive Medicine Reports. 2023 Jul 24:35:102346.
Presentations at Scientific Meetings
  • RD Kennedy, MB Moran, L Czaplicki, L Jewler, J Handy, K Welding, D Kelley. Nicotine-Related Content in ENDS Advertisements: 2018-2020. Society for Research on Nicotine and Tobacco (SRNT) 2022 Annual meeting. Baltimore, MD.
  • L Czaplicki, K Welding, D Kelley, MB Moran, RD Kennedy. Electronic Nicotine Delivery System (ENDS) Advertisement Placement In Radio And TV Outlets By Audience Demographics, 2019-2020. Society for Research on Nicotine and Tobacco (SRNT) 2022 Annual meeting. Baltimore, MD.
  • L Czaplicki, K Marynak, D Kelley, MB Moran, RD Kennedy. Presence of Required Health Warning Statements on Ends Advertisements Before And After The August 10, 2018 Enforcement Date. Society for Research on Nicotine and Tobacco (SRNT) 2022 Annual meeting. Baltimore, MD.
  • RD Kennedy, M Moran, L Czaplicki, L Jeweler, J Handy, D Kelley. Nicotine-Related Content in ENDS Advertisements: 2018-2020. Tobacco Regulatory Science Meeting - Virtual Meeting. October 18-20, 2021.
  • K Welding, K Marynak, D Kelley, RD Kennedy. ENDS Advertising Markets in the United States, 2015 to 2020. Tobacco Regulatory Science Meeting - Virtual Meeting. October 18-20, 2021.
  • K Welding, L Jewler, K Marynak, S Trigger, J Delahanty. E-cigarette advertising in the United States, 2015-2019. 27th Annual Meeting of the Society for Research on Nicotine and Tobacco (SRNT) 2021 - Virtual Conference. February 24-27, 2021.
  • L Jewler, K Welding, K Marynak, S Trigger, J Delahanty, RD Kennedy. E-cigarette advertising on the radio, 2015-2019. 27th Annual Meeting of the Society for Research on Nicotine and Tobacco (SRNT) 2021 - Virtual Conference. February 24-27, 2021.
  • K Marynak, L Jewler, S Trigger, J Delahanty, RD Kennedy. Business-to-Business Print Advertising Expenditures for Electronic Cigarettes, 2015-2020. 27th Annual Meeting of the Society for Research on Nicotine and Tobacco (SRNT) 2021 - Virtual Conference. February 24-27, 2021.
Manuscripts in Preparation
  • Concept Flavor Names from English Language ENDS Advertising, 2015-2020 - a “BLUETIFUL Disaster” Waiting to Happen?

 

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