Table 3 Textual content related to e-cigarette promotion claims and slogans identified on internet e-cigarette vendor websites
Promotional language | Text examples |
|---|---|
Health-related claims | “According to Public Health England, vaping is 95% less harmful to the user than smoking.” “E-cigarettes could be a game changer in public health.” “Our products contain less harmful chemicals than cigarettes and are healthier.” “Level of carcinogenic dust is 1000 times lower than in cigarettes.” “Many benefits of vaping over smoking.” “Switch to e-cigarettes to reduce tobacco-related illnesses.” |
Smoking cessation-related claims | “Our brand’s mission is to encourage smokers to stop smoking and start vaping.” “E-cigarettes solution to combustible smoking.” “5 ways to stop smoking slowly for Malaysians.” “Goal to create a world free of cigarettes by helping others stop smoking.” “Our products have helped billions of smokers to quit smoking using e-cigarettes as Tobacco Replacement Therapy.” “Our e-cigarettes were able to help smokers to stop smoking in less than one month.” “Start vaping to kick the cigarette habit.” “Our mission is to help you curb your smoking habits.” |
Reduced SHS/ smoke-free claims | “According to Public Health England, vaping is less harmful to bystanders and produces fewer chemicals.” “Our company’s mission is to create a smoke-free ambiance.” “Reduced second-hand smoke compared to cigarette smoking creates a safer environment for those around.” “No carbon monoxide or chemical dust.” |
Affordability claims | “Vaping vs smoking: which is more cost-effective?” “You will save ringgit in the long run.” “Switching to vape can help you save some ringgit which can be used for other activities like traveling to holiday destinations or enjoying good food with friends.” “Vaping is more economical than smoking cigarettes.” “E-cigarettes cheaper than tax-free, smuggled and premium cigarettes.” |
Convenience of using claims | “Crafted for convenience.” “Pocket-friendly pod system for vaping on the go.” “Lightweight and durable for convenience during travels.” “Designed for society to enjoy the convenience brought by modern technology.” “Convenient and easy device to use.” |
Modern/ trendy claims | “Modern alternative to the traditional cigarette.” “Smartphone level craftsmanship.” “Advanced technology of manufacture and engineering process from the lab to reality.” “Sleek design to elevate your vaping experience.” “Enhanced system for the better smoking experience.” “Wish to improve everyone’s life through modern and convenient electronic products.” |
Social status claims | “Level up your dating game: Benefits of quitting smoking today and vaping.” “Vaping can improve your image and make you more dateable” “Vaping is a lifestyle.” “Growing number of millennials are hastening to make the switch to vape for FOMO (fear of missing out)” “Wake up your social life! Social advantages of making the switch to vape” “You might get a few compliments on the aroma” |
Instructions to use the device | “How to use vape for the first time: Vaping dos and don’ts for beginners.” “How does a pod work instructional video.” “The best way to take a puff on our pods.” “Beginner’s guide for vaping: are you supposed to inhale when you vape?” “How do you make more vapor with e-cigarettes.” “How to use an e-cigarette to make it almost feel like smoking.” “What vape should I buy to quit smoking?” |
Slogans | “Stop smoking & let’s change to vape.” “Future through the clouds.” “A better choice for smokers.” “Eat, Sleep, Vape, Repeat.” “Quit smoking. Let’s vape.” “Vape like royalty.” “Taste the real goodness.” “Say no to cigarettes. Vape is safer.” |
Regulatory Language | |
Age verification | “You must be 18 and above to view this website. Sale of products on this website is strictly prohibited to minors in compliance with local laws and regulations.” “This website contains adult material and is only suitable for those 18 years or older. Click Enter only if you are at least 18 years of age.” |
Warning against minor use | “Age policy: This site contains information regarding electronic cigarettes. You must meet the minimum age requirement of your country and state to view any pages of the website and/or purchase electronic cigarettes and electronic cigarette-related products from this website.” “Vape not for MINOR!” “This product is not intended for minors.” |
Ingredient disclosure | “Use of Federal Drug Administration-approved vegetable glycerin, propylene glycol, food-grade flavoring, and medical-grade nicotine salts or nicotine-containing pods. Menthol is also used for some flavors.” |
Nicotine-related content | |
Nicotine disclaimer | “Warning: This product contains nicotine. Nicotine is an addictive chemical.” Some products have nicotine warning labels on the product packaging. |
Nicotine-related health claims | “Nicotine no more harmful than caffeine to health.” “Nicotine causes little to no harm, instead it is the smoke from cigarettes that is harmful.” “Nicotine in e-cigarettes less harmful than in tobacco.” “High-quality nicotine called PureNic is less harmful than traditional nicotine from tobacco.” “Guide to control nicotine intake with the help of e-cigarettes to overcome addiction.” “Promotional video on safety of PureNic compared to traditional tobacco.” |
Nicotine promotion | “Faster absorption and stronger nicotine hit.” “Tastes and feels like a real cigarette.” “Nicotine head buzz you’ll get feels very similar to having your first puff of a cigarette in the morning.” “Use of nicotine science to provide maximum nicotine satisfaction, softer throat hit.” “Each pod contains nicotine equivalent to 40 cigarettes.” “Rechargeable device is equivalent to 550 cigarettes.” “Eco Nicotine aims in giving better taste and better satisfaction.” |
Instructions for nicotine use | “Self-administered questionnaire to find out suitable nicotine content for vape depending on past cigarette smoking behavior.” “How do you know the nicotine content that you need?” “Instructions to choose the right level of nicotine.” “Should I choose Nicotine Salts or Freebase Nicotine?” |
Flavors | energy drink, key lime pie, pink zest, root beet, strawberry cheesecake, “strawberry banana custard” “breakfast honey oat” “Aloe vera” “energy drink” “root beer” Mocha Praline, fruit custard, cereal milk, cookies cream, Raybina, American breakfast, Coco cola, green tea, milk pie, corn cheese, taro yam, soju, hagandaz, peanut butter, cacao, oatmeal, root beer, strawberry butter bread, Butterbeer, cheesecake, honey vanilla, Breakfast flavored (cinnamon glazed blueberry scone), dessert flavored (lemon tart, buttermilk pie, strawberry custard), Ribena, cola, Berry milk pie, blueberry milk pie, cannoli, lemon tart, cake pop, white gummi, punch bowl, butterscotch, cornbread, pina colada, Lassi juice, strawberry hazelnut chocolate, ice cream cereal, banana custard, lonjing tea, ice matcha, Red Energy, Apple zest, Custard, Pina colada, coconut, cream, custard. |