ArticleThe Lancet regional health. Europe2025
The effect of standardised packaging and limited flavour descriptors of vape pods among adults and youth in Great Britain: a cross-sectional between-subjects experimental study.
Article in The Lancet regional health. Europe, 2025. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 5 papers.
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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.
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Who cites it
5 citing papers in PubMed.
- Risk Modulation by Electronic Cigarette Consumption in Cardiovascular Disease and Its Relevance in Cardiac Surgery-A Narrative Review.Journal of cardiovascular development and disease · 2026Review
- Inflammatory Biomarker Profiles in Gingival Crevicular Fluid of Electronic Cigarette Users: A Cross-Sectional Study.Dentistry journal · 2026Article
- Plain Packaging: One of the Plain Simple Solutions for Nicotine Reduction in the Middle East.International journal of environmental research and public health · 2026Review
- Toxicity and Appeal of Flavoured E-Cigarettes and Flavour Ban Outcomes: A Narrative Review.International journal of environmental research and public health · 2026Review
- Promising measures for minimising e-cigarette youth uptake in countries with a significant e-cigarette market.The Lancet regional health. Europe · 2026Article
Corrections and comments
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Authors and funding
10 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
Background: Vape packaging often includes colourful designs and conceptual flavour names, which appeal to youth. We examined the impact of standardised vape packaging and flavour names on appeal to youth and adults. Methods: This cross-sectional (between-subjects) experimental study used data from the 2024 Action on Smoking and Health Youth (n = 2,770, aged 11-18), and a 2024 Prolific Academic (n = 3,947, aged 18+), surveys. Participants were randomised to one condition from: (1) branded packs (control), (2) standardised white with usual descriptors (e.g., blu razz) (3) standardised white with limited flavour descriptors (e.g., blueberry and raspberry), and among adults only (4) standardised white with coded flavour descriptors (e.g., FR248). Youth reported perceived peer interest in trying the products, adults reported their own interest and perceived harm relative to cigarettes. Logistic regression examined associations between packaging and interest or harm perceptions, adjusting for demographics. Findings: Differences between packaging types were small in percentage terms, but some reached significance. Youth reported higher odds of no perceived peer interest in trying vapes in standardised packs (31.5% (n = 292/927); aOR = 1.85 [95%CI = 1.47-2.32], p < 0.001), and standardised packs with limited flavour descriptors (27.2% (n = 252/927); 1.50 [1.19-1.90], p < 0.001), vs. branded packs (24.0% (220/916)). Adults reported higher odds of no interest in trying standardised packs with coded flavour descriptors (76.2% (776/1019); 1.52 [1.18-1.97], p < 0.001), but not usual (75.4% (n = 713/946); 1.28 [0.99-1.65], p = 0.063) or limited (70.1% (n = 657/937); 0.90 [0.70-1.15], p = 0.392) flavour descriptors, compared to branded (71.5% (n = 693/969)). Packaging condition did not have a significant effect on relative harm perceptions among adults. Interpretation: Standardised packaging and limiting flavour descriptors reduced youth appeal but had minimal effect on adults' interest or harm perception. Funding: Research England.
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