Trial reportPublic health2024
The effect of branded versus standardized e-cigarette packaging and device designs: an experimental study of youth interest in vaping products.
Trial report in Public health, 2024. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 10 papers.
What it found
Each row is one number read from the abstract, on the scale the paper reported it, with its interval. Left of the dashed line favours the treatment, right favours the comparator. Under each row is the sentence it came from. New to these charts? A ten-minute tutorial.
The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
The trial behind it
Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.
Neither the registry nor the abstract names a trial number. If this is a trial report, that itself is worth knowing.
Who cites it
10 citing papers in PubMed.
- Impact of standardising the colour and branding of vape devices on product appeal among young people: a randomised experiment in England, Canada and the United States.Tobacco control · 2026Trial
- Smoking prevalence in Italy from 1993 to 2024: a trend analysis framed by public health policies and emerging consumption behaviors.Journal of public health (Oxford, England) · 2026Observational
- Plain Packaging: One of the Plain Simple Solutions for Nicotine Reduction in the Middle East.International journal of environmental research and public health · 2026Review
- Adapting the Tobacco Pack Surveillance System Protocol to Assess Electronic Cigarette Packaging: Protocol for a Content Analysis.JMIR public health and surveillance · 2026Article
- Preflavour and postflavour ban oral nicotine pouches: a chemical, sensory and young adult appeal analysis.Tobacco control · 2026Article
- Comprehensive E-Cigarette Policies Are Associated With Lower Use Among U.S. Adolescents and Young Adults.Journal of studies on alcohol and drugs · 2026Article
- Device color influences e-cigarette flavor expectations, perception, and appeal.Chemical senses · 2026Article
- The impact of e-cigarette product characteristics on attitudes and use susceptibility: an experimental study.Health promotion international · 2025Article
- Association of fully branded, standardized packaging and limited flavor and brand descriptors of e-liquids with interest in trying products among youths in Great Britain.Addiction (Abingdon, England) · 2025Article
- Young people's smoking and vaping behaviour, and comparative perceptions of appeal, imagery and harm, across different vape devices and a tobacco cigarette: findings from UK cross-sectional surveys in 2020 and 2023.Frontiers in public health · 2025Article
Corrections and comments
PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.
Authors and funding
3 authors.
Funding
Abstract
objectivesStandardized ('plain') packaging is effective in reducing the appeal of cigarettes among young people. This study examined the impact of plain packaging and brand imagery on interest in trying e-cigarettes among youth. STUDY
designExperimental design.
methodsTwo online experiments were conducted in February 2020 as part of the ITC Youth Tobacco & Vaping Survey, conducted with 13,624 16- to 19-year-olds in Canada, England, and the USA. In the between-group Experiment 1, participants were randomized to view a set of 3 e-cigarette brands, in either their original external packaging ('branded' condition) or standardized olive-green packaging ('standardized' condition), and asked to select the product they would be most interested in trying. The within-group Experiment 2 examined brand imagery directly on devices, including potential differences in appeal among subgroups. Each participant viewed 4 pod-style e-cigarette devices: one 'plain' and 3 in colourful 'skins'. Logistic regression models were conducted to test the effect of condition, adjusting for demographics, smoking and vaping status.
resultsIn Experiment 1, participants in the 'standardized' packaging condition were significantly more likely to indicate 'I have no interest in trying any of these products' (72.3%) than those in the 'branded' condition (66.9%, AOR 1.45, 95% CI 1.33-1.59). Experiment 2 results indicated differences in e-cigarette appeal by sex in the selection of male- and female-oriented designs, and by cannabis use for a Rastafarian-themed design.
conclusionsBrand imagery on e-cigarettes can target products to specific subgroups. Removal of imagery, in the form of standardized packaging, has the potential to reduce interest in trying e-cigarettes among young people.
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