Table 1.
Frequency of marketing communication messages reported in published studies (n = 41).
| Key Message | Sub-Message | n (%) | |
|---|---|---|---|
| Cessation | Smoking cessation | 31 (75.6) | 31 (75.6) |
| Health-related benefits | Health benefits/claims | 25 (61.0) | 31 (75.6) |
| Harm reduction | 23 (56.1) | ||
| Healthy image | 2 (4.9) | ||
| Sociability/lifestyle | Sociability | 26 (63.4) | 30 (73.2) |
| Success | 9 (22.0) | ||
| Lifestyle | 18 (43.9) | ||
| Use experience | Enjoying vaping (everywhere) | 21 (51.2) | 29 (70.7) |
| Taste/flavor | 18 (43.9) | ||
| Product characteristics | Product design | 12 (29.3) | 20 (48.8) |
| Quality/certification | 13 (31.7) | ||
| Price | Discount or price advantage | 25 (61.0) | 25 (61.0) |
| Youth | Youth-resonant information | 4 (9.8) | 4 (9.8) |
| Warnings/disclaimers | Health disclaimers/warnings | 6 (14.6) | 11 (26.8) |
| Age restriction | 9 (22.0) | ||
| Purchase information | Information for easy purchase | 13 (31.7) | 13 (31.7) |
| Others | Miscellaneous information | 5 (12.2) | 5 (12.2) |