Online retail promotion of e-cigarettes in New Zealand: A content analysis of e-cigarette retailers in a regulatory void.

Abstract

ISSUE ADDRESSED\nThis study explores online e-cigarette retailer marketing in the absence of regulations.\n\n\nMETHODS\nNew 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.\n\n\nRESULTS\nPrice 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.\n\n\nCONCLUSION\nThe 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.