In recent years, hundreds of jurisdictions around the world have enacted policies that prohibit sales of flavored e-cigarettes. In most cases, these jurisdictions permit the sale of tobacco flavored e-cigarettes. We sought to understand how tobacco flavor in e-cigarette advertisements were presented.
Our sample included 2,966 US English language e-cigarette ads compiled by a market research firm, Numerator, that ran from January 2018 to December 2020. We describe the prevalence of different tobacco flavor names in our sample and classified each name into one of the following thematic categories: Traditional Tobacco, Pipe/Cigar Tobacco, Sensory Expectancies, Color, Physical Attribute, Place, and non-characterizing Concept flavor.
In our sample, 28% (n=832/2,966) of ads promoted at least one tobacco flavored e-cigarette product (e-cigarette device or liquid). Across the 832 ads, we counted 1,019 tobacco flavored products and identified 51 unique tobacco flavor names. The most common tobacco flavor names were Traditional Tobacco names like ‘Tobacco’ (n=393), ‘Classic tobacco’ (n=107) and ‘Original’ (n=59). Some names were associated with Color (e.g., ‘Golden tobacco’; n=153), Sensory Expectancy (e.g., ‘Rich tobacco’; n=148), Place where tobacco cultivation takes place (e.g., ‘Carolina tobacco’; n=83), Physical Attributes of tobacco (e.g., ‘Cut tobacco’; n=17) and non-characterizing Concept flavor (e.g., ‘Freedom juice’; n=14). Few tobacco flavors suggested a type of Pipe/Cigar Tobacco (e.g., ‘Cavendish’; n=4).
We identified 51 different tobacco flavor names, highlighting the practice describing the flavor beyond ‘tobacco’. Future research can investigate whether these flavor names and descriptors influence consumers’ perceptions, including perceived risks, of e-cigarette products.
Flavors are used to market e-cigarettes. Globally, many jurisdictions restrict flavored e-cigarette sales, but few restrict tobacco flavor. This study identified 51 unique ways tobacco flavored e-cigarettes have been named in a sample of US English language ads, suggesting diversified ways to market ‘tobacco.’ We identified several sub-categories of tobacco flavor names that rely on Color, Sensory Expectancies, and non-characterizing Concept flavor attributes. As e-cigarette flavor restrictions that exempt tobacco flavor are still prevalent, this study highlights the need for continued monitoring of naming conventions of tobacco flavored products and examination of how nuanced flavor names influence perceptions and expectations.

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