Table 1 The definitions of themes, regulatory language, product-related information/content, and marketing-related slogans, strategies, and claims with text examples (if appropriate)
Theme | Definition | Sub-themes | Definition |
|---|---|---|---|
Age restriction* | Age verification that restricts minors from accessing the website | Click through verification ID requirement | Confirmation of age by click through option “are you above 18 years old? Yes/ No.” ID such as IC, driver’s license, student ID or other proof of age. |
Contact Information* | Display of contact information for customers to directly contact e-cigarette vendor | Phone number, Email address, Physical store address | |
Regulatory language | Statements of warnings or disclaimers related to minors, e-cigarette product and nicotine | Age warning, Nicotine Disclaimers, Health warnings, Noticeable regulatory language | Disclaimers against minors’ use of e-cigarettes. Disclaimers about the presence of nicotine in any of the products. Warning about the possible side effects of using e-cigarettes. Presence of warnings and disclaimers in large, visible text that catches the eye, and is on the homepage. |
Claims | Any display of content with regards to the health effects, safety, and convenience of e-cigarette use, trendy, or modernity | Health related, Cessation related, Smoke anywhere, Reduced SHS, affordability, Convenient to use, Modern, Social enhancement | E-cigarettes are healthier than conventional cigarettes and contain fewer toxic chemicals. E-cigarettes can reduce cigarette smoking and aid in smoking cessation. E-cigarettes can circumvent clean air policies and can be used where conventional cigarette smoking is prohibited. reduced exposure to second hand-smoke and less dangerous vapors. E-cigarettes being cheaper than conventional cigarettes. E-cigarettes are easier to carry and dispose, and that they are more accessible to purchase. Messaging that using e-cigarettes is a modern, trendy, revolutionary way of smoking or a technologically advanced method of smoking. Claims that e-cigarette smoking can increase social status, make one popular or increase one’s sexual appeal. |
Product types | Variety of products that are available for purchase on the website | Starter kit, Rechargeable e-cigarettes, Disposable e-cigarettes, E-liquid | Vape kit for beginners containing all the components required for first-time vaping. Vape devices that can be reused multiple times by recharging and require only one-time purchase. A non-rechargeable vaping device that is pre-filled with e-liquid and is designed for one-time use only. |
Flavors | Variety of popular e-liquid flavors available for purchase on the website. | Fruit, Coffee, Menthol/ mint, Tobacco, Unflavored, and other flavors. | Flavored or unflavored liquid used to produce vapor in e-cigarettes also known as e-juice or vape juice (may contain nicotine.) |
Ingredient disclosure* | List of ingredients/ chemical components of e-liquid displayed on the website for each product. | ||
Nicotine content* | Disclosure of nicotine presence and content in the products available for purchase. | Nicotine products, Nicotine content in milligrams, Nicotine use promotion. | |
Instruction to use* | Display of detailed instruction of how to use vape products. | ||
Promotions and discounts | Promotional offers and discounts of products | Discounted price, Free samples, Social media, Blog, Newsletter subscriptions | |
Links to the online community* | External links to online communities and platforms | Links to Facebook, Twitter, Instagram, and YouTube. A blog page for sharing discussions and information about e-cigarette and vaping-related topics. Timely subscriptions to newsletters that are emailed to consumers directly carrying information and updates about new products and offers. | |
Slogans* | Catchy slogans or phrases displayed on the website for advertising and appealing e-cigarettes to consumers |