Table 2.
Frequency of claims, location, and format on websites (N=59)
| Claim | Frequency of appearance on websites (%) | Frequency of appearance on homepage (%) | Frequency of claim in text format (%) | Frequency of claim in picture format (%) | Frequency of claim in video format (%) |
|---|---|---|---|---|---|
| Health related | 95 | 75 | 86 | 14 | 39 |
| Cessation related | 64 | 27 | 56 | 3 | 19 |
| Ability to smoke anywhere | 88 | 58 | 81 | 17 | 34 |
| Ability to circumvent smoke-free laws | 71 | 42 | 70 | 15 | 20 |
| Products do not expose others to secondhand smoke | 76 | 37 | 70 | 9 | 20 |
| Cleaner than cigarette smoking | 95 | 59 | 85 | 15 | 31 |
| Cheaper than tobacco products and/or nicotine replacement therapies | 93 | 76 | 78 | 29 | 17 |
| Environmentally friendly | 44 | 24 | 36 | 15 | 7 |
| Products offer fire-safe alternative to tobacco cigarettes | 75 | 32 | 71 | 3 | 10 |
| Increased ability to socialize | 32 | 17 | 20 | 12 | 7 |
| Increased social status | 44 | 25 | 17 | 29 | 7 |
| Increased romantic opportunities | 31 | 22 | 7 | 22 | 7 |
| Modern, technologically advanced | 73 | 44 | 63 | 10 | 15 |