Table 1.

Descriptive Statistics of Instagram E-liquid Marketing Posts Before and After FDA Nicotine Warning Statement Provisions Took Effect

	Mean (SD) or percent
	All posts	Pre-FDA warnings	Post-FDA warnings	p a
N	1478	926	552
Post metadata
Views	761.3	910.7	510.7	.637
	(15 759.5)	(18 820.1)	(8428.8)
Likes	151.9	139.3	173.0	.376
	(706.6)	(608.2)	(846.6)
Comments	5.9	6.5	5.0	.736
	(79.4)	(99.5)	(16.0)
Posts	1278.2	1282.2	1271.4	.945
	(2928.0)	(2383.7)	(3666.3)
Followers	11 285.5	9522.6	14 242.7	.127
	(57 475.0)	(31 169.2)	(84 912.0)
Following	1907.8	1874.2	1964.3	.431
	(2127.7)	(2137.8)	(2111.4)
Geographical area
United States	34.2%	38.0%	27.9%	<.001
Canada/Mexico	5.0%	5.0%	5.1%	.929
Central/South America	2.3%	1.2%	4.2%	<.001
Africa	0.4%	0.5%	0.2%	.294
Asia/Pacific	17.2%	19.1%	14.0%	.011
Europe	24.0%	20.8%	29.2%	<.001
Middle East	3.1%	2.7%	3.8%	.237
Not specified	13.8%	12.6%	15.8%	.092
Language
English	72.7%	72.3%	73.6%	.586
Other (English comprehension)	11.8%	13.3%	9.2%	.020
Other (no English comprehension)	15.5%	14.5%	17.2%	.159
Media type
Images	94.5%	94.0%	95.5%	.215
Video	5.5%	6.1%	4.5%	.215
User type
Ambassador/sponsored/rep	28.6%	27.1%	31.0%	.111
Brand/manufacturer	22.7%	23.1%	21.9%	.597
Vape shop	38.6%	37.9%	39.9%	.456
Other vape industry	10.2%	11.9%	7.3%	.004
Warnings
FDA compliant warning statement on image	5.1%	0.0%	13.6%	<.001
Other warning in image or caption	11.6%	5.5%	21.7%	<.001

FDA = Food and Drug Administration.

^aStatistical significance tests were based on t test for mean difference and z test for percentage (proportional) difference.