Relative increases in direct-to-consumer menthol ads following 2020 FDA guidance on flavoured e-cigarettes

Document Type

Journal Article

Publication Date

2-19-2022

Journal

Tobacco control

DOI

10.1136/tobaccocontrol-2021-057069

Keywords

advertising and promotion; electronic nicotine delivery devices; surveillance and monitoring

Abstract

OBJECTIVE: To examine potential changes in email and direct mail advertisements for flavoured e-cigarettes following the 2020 Food and Drug Administration (FDA) flavour guidance. METHODS: Digital copies of e-cigarette advertisements were obtained from Mintel Comperemedia (November 2019-May 2020) and coded for the presence of flavours. Χ tests were used to determine changes in the prevalence of email and direct mail advertisements for e-cigarettes with menthol, non-menthol and no flavours. RESULTS: Following FDA guidance, the relative proportion of menthol-flavoured e-cigarette advertisements sent via email significantly increased from 22.5% to 52.2%. No changes were found for e-cigarette advertisements mentioning no flavours, nor non-menthol-flavoured e-cigarettes, sent via email or direct mail. CONCLUSIONS: The 2020 FDA flavour guidance was followed by an increased proportion of direct-to-consumer email advertisements of menthol-flavoured e-cigarette products.

Department

Epidemiology

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