Table A2.

Marketing communication messages, sub-messages, and examples.

Key Message	Sub-Message	Examples
Cessation	Smoking cessation	E-cigarette is promoted as effective cessation device and can help quit or reduce cigarette/tobacco smoking (e.g., “switching”, “alternative to smoking/quitting”, “replacing”, “remedy to nicotine addiction”). 1. A direct claim of e-cigarettes as an effective quitting aid; 2. An indirect claim (e.g., a featured customer testimonial) of e-cigarettes as an effective quitting aid.
		Reduce risk to your health/quit smoking; reduce withdrawal symptoms
Health-related benefits	Health benefits/claims	E-cigarette is a medical product
		E-cigarette alleviates specific medical condition
		E-cigarette reduces stress
		E-cigarette smoking gains no weight
		Short-term health (e.g., no smoker’s cough, ability to breathe better)
		Long-term health (e.g., live longer, no risk of cancer)
		E-cigarette is not a cigarette (or not a tobacco product)
		E-cigarette is healthy/safe/harmless
		E-cigarette is not addictive, or it is perceived that nicotine/ingredient in e-cigarettes is not additive
		Physician/expert endorsement: Indicates that the product/ad is endorsed by a physician (e.g., “doctor recommended”, physician narrator, recommended by WHO as NRT (false claim))
	Harm reduction	For self: presents a message that e-cigarette is less harmful or safer for vapers themselves (e.g., light/low tar, no tar, free of tar and other carcinogenic substances, presence of less toxins than cigarettes, e-cigarette reduces risk of tobacco-related diseases)
		For others: presents a message about reduced risks or reduced harm or safer for others (e.g., product does not expose others to secondhand smoke, no secondhand smoking concerns based on the reduced harm)
		Harm reduction due to no environmental smoke: suggests that the product is greener or more environmentally friendly than cigarettes (e.g., “no secondhand smoke”, “no ash”, “no smoke”)
	Healthy image	Image portrayal without text claim
Sociability/Lifestyle	Sociability	Social acceptance: associates the product with increased social acceptability, higher standing in society, and celebrating/praising others using the product (e.g., socially accepted, products do not bother non-smokers based on the social concern)
		Sex/romantic: depicts greater ability to engage in romantic/sexual encounters, increased sex appeal/ability to attract desired sex, contains sexual innuendo
		Sharing: 1. Experience: Sharing personal experiences regarding e-cigarette. 2. Feelings: Sharing video creator’s feelings after vaping e-cigarette
		Individuality/freedom/independent: associates product use with the consumer being their “own person”, taking control of their life or aspects of their life, having no restrictions on their life or their activities (e.g., having a free spirit, increase personal freedom, increase control of experience)
		Fun: fun with friends, hip, enjoyment, happiness
		Cool: being “cool”, contests, adventures
	Success	Self-image boosting as responsible, successful in appearance or actions Increase social status Enhance self-esteem and self-confidence
	Lifestyle	Party: nightlife, celebrities, etc.
		Music: Uses background music, contains background special effects or sounds effects (e.g., a car horn, door slamming, clapping)
		Sports: References sports or games (e.g., a baseball game, basketball game, video games)
		Holiday: references a holiday (e.g., Christmas, Valentine’s Day, New Year’s), relaxing
		Humor: Uses humor/humorous noncritical joking to sell the product (e.g., lighthearted, inclusion of joke, sarcasm)
		Modern & trendy: fashionable, revolutionary, realistic smoking experience
		Vaping as habit instead of addiction
Use experience	Enjoying vaping (everywhere)	Vaping freely: the product can be used to circumvent smoking restrictions (e.g., “smoke free laws”, “smoke-free rules”, “clean indoor air regulations” or “smoking bans”) or emphasizes the ability to use the product anywhere (e.g., offices, planes, restaurants, bars)
		Use and enjoy: How to use/modify/enjoy e-cigarette
	Taste/Flavor	Taste references the taste of the product (e.g., highlighting satisfaction, pleasure, freshness, long-lasting taste, aroma) 1. Taste (general): Taste information of e-cigarette in general 2. Taste (specific brand): Taste information of e-cigarette specific brand
		Flavor Indicates whether a flavored product is being advertised
Product characteristics	Product design	Technology/device: Highlights the technology and/or device characteristics (e.g., battery type/size, revolutionary, break-through, sophisticated, electronic capability, “modern or revolutionary way to smoke”, “the product is rechargeable”)
		Product information: about e-cigarette product contents (including ingredients)
		Design information: about e-cigarette appearance (e.g., modern and technologically advanced, “the product is new”)
		Uniqueness: the product is unique
	Quality/Certification	Quality: company ensures the excellence and quality of the electronic device and the liquid solutions, choosing valuable raw materials and making steady and accurate controls (e.g., highlighting organic or “pure” qualities of the products (e.g., no additives)
		Product safety: the product is safe technically
		Benefits: presents a message about an advantage of using the product (e.g., “no smell”, “not gross”, “good smell”, and “customizable device”)
		Durability: Information about usage life of e-cigarette product
		History: illustrate the brand/product history as endorsement for its quality claim
		Country of origin: made in the USA, made locally
		Comparison with other e-cigarettes: compares product to other electronic cigarette product brands directly or indirectly (e.g., “best”, “a pinch better”, “there’s no other e-cigarette/brand like it”, and “better than other cigarette brands”)
Price	Discount or price advantage	Information about available market price of e-cigarette. Price conveys that using the product will save the consumer money or provide a better monetary value than using tobacco/nicotine products, or offers the user coupons/discounts (e.g., “less expensive”, “getting more for your money”, “25% off”, “cost savings”, “Free Offers”, and “free samples of product”)
Youth	Youth-resonant information	Normalizing e-cigarettes as youth-related products by placing them near the popular youth items or making them visible in youth places such as sports venues, places with video games, school, concerts, music events or at the movies, with the implication that e-cigarettes are suitable for youth
Warnings/Disclaimers	Health disclaimers/warnings	Health disclaimer/warning features the potential risk/harm of the product with/without instruction for first-aid treatment (e.g., contains nicotine; product should not be used to quit; pregnant/breastfeeding women should not use it; nicotine is harmful; not a treatment/cessation device; specific health conditions; ingestion/contact with skin; animal warning; state-specific warning; nicotine overdose symptoms; recommends user quit smoking; not FDA approved or regulated; may contain traces of nuts; harmful to aquatic organisms and environment; if you are on medicine, consult your GP; nicotine is highly addictive; E-cigarette is a smoking product; e-cigarettes are not approved as smoking cessation devices (e.g., not smoking cession device); etc.)
	Age restriction	The product will not be sold to people under the age of 18 or to minors (underage warning/disclaimer or pop-up window, etc.)
Purchase information	Information for easy purchase	Information about distribution channel of e-cigarettes, indicating the ease of accessibility 1. Website directs consumer to a website, Facebook page, social media site, or nonlocal number (i.e.,1–800) 2. Location Directs consumer to a local phone number or location (i.e., physical address)
Others	Miscellaneous messages	Information such as e-cigarette targeting women markets and e-cigarette related news and law, etc.