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Understanding How Flavors are Used in Advertisements for Electronic Nicotine Delivery Systems (ENDS)

Understanding How Flavors are Used in Advertisements for Electronic Nicotine Delivery Systems (ENDS)

Principal Investigators: Ryan Kennedy

Funding Mechanism: Centers of Excellence in Regulatory Science and Innovation

ID number: 5U01FD005942-02

Award Date: 9/1/2017

Institution: Johns Hopkins University


More information about the marketing of flavored electronic nicotine delivery system (ENDS) products would be useful. Researchers will analyze U.S. advertisement content and associated audiences for e-cigarette products to understand how flavors are portrayed and which sub-populations are seeing which flavored product advertisements. The ads will be purchased through media tracking services and coded by researchers for descriptive content, including how flavors are portrayed in the physical composition/ad format (e.g., size, image, setting) and the content of the ad (e.g., descriptors, themes). For example, e-liquids (e.g., berry, mint) may be described in ads as smooth or fresh (descriptors traditionally used for cigarette or other tobacco products), as delicious or satiating (suggesting the product could be used as a hunger suppressant), or as fun and novel. The media tracking services provide information about the media platform the ads appeared in and the general audience meant for each platform, allowing the ad content to be associated with an audience. Study findings may inform regulatory activities related to flavored e-cigarette product marketing and advertising.