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. 2016 Oct;26(5):838-841.
doi: 10.1093/eurpub/ckw109. Epub 2016 Jul 28.

Design and marketing features influencing choice of e-cigarettes and tobacco in the EU

Anthony A Laverty  1 , Constantine I Vardavas  2 , Filippos T Filippidis  3
Affiliations

Design and marketing features influencing choice of e-cigarettes and tobacco in the EU

Anthony A Laverty et al. Eur J Public Health. 2016 Oct.

Abstract

Data were analysed from the 2014 Special Eurobarometer for Tobacco survey. We estimated self-rated importance of various factors in the choice of both tobacco and electronic cigarettes (e-cigarettes) among tobacco smokers who had ever used an e-cigarette. Among ever users of tobacco and e-cigarettes (N = 2430), taste (39.4%), price (39.2%) and amount of nicotine (27.3%) were the most commonly cited reasons for choosing their brand of e-cigarettes. Those aged 15-24 were more likely to cite external packaging [adjusted prevalence ratio (aPR = 2.06, 95% CI 1.00-4.23)] and design features (aPR = 1.99, 1.20-3.29) as important. As further legislation is debated and enacted enhanced regulation of price, design and marketing features of e-cigarettes may help to reduce the appeal of e-cigarettes.

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